The image of St John's church going up in flames is one that will be forever seared in the memory of those who saw it.
Which, thanks to the wonders of smart phones and social media, will be thousands of people around Rotorua and the world.
The fire was ferocious and as I watched it devour the building - on my screen via Facebook Live - I felt a real sense of shock and sadness.
I had no connection with the church other than the fact I drove past it every day, impressed on Sundays by the number of cars parked up along the street and often slowing down for a peek at a bride arriving or leaving.
I can't imagine how it feels for the thousands of locals who prayed at the church, were married there, farewelled loved ones there or used the various community groups that operated out of it. A once solid church gutted in the blink of an eye.