The celebrity grief vampires (CGV) rose from their caskets in their thousands to acknowledge the passing - as the default euphemism has it - of Whitney Houston, and feast on the blood of spurious emotion.
They were lamenting a woman who is best known for taking a perfectly harmless Dolly Parton song that never did her a lick of harm - I Will Always Love You - and not so much singing it as disembowelling it.
The local arm of the social-media grief machine went into overdrive with bereft souls throwing YouTube clips of Whitney in her brief prime at each other for the best part of a day.
There is a long history of such behaviour. When the over-acting matinee idol Rudolph Valentino died in 1926, at least two female fans committed grief-struck suicide. The CGV phenomenon reached its peak with the death of Diana, Princess of Wales, which saw mawkishness elevated to the status of a sacrament.
I have known people whose moods were ruined because a minor celebrity made a final exit. Patrick Swayze's demise threw one acquaintance of mine into a funk for days.