It is a truth universally acknowledged that if the British public are ever asked to get involved in something, they will inevitably take the piss. Just look at Boaty McBoatface. Or Brexit.
Sadly the good people at Walkers forgot these recent lessons from history when they ran a selfie competition for tickets to the Champions League final between Real Madrid and Juventus.
The basic premise invited people to send their selfies, then an algorithm would put it in a picture frame being held by Gary Lineker as he nonced about.
Sadly, and inevitably, this simple idea was abused by entrants, with Lineker blissfully unaware that he was pottering about with images of people like Stalin, Hitler, Rolf Harris and Jimmy Saville.
“Had an unusual day in some very strange company. I’m sure we’ll wave goodbye to them all by tomorrow,” tweeted Lineker after Walkers pulled the competition.