Will it be the new #IceBucketChallenge—or another Kony 2012?
Nothing else matters.
Just in case YouTube doesn't last.
In an emotional open letter, the actor called for an "absolute ban" on the games over Russia's anti-gay legislation.
In what's been hashtagged the #TwitterJokeTrial, Paul Chambers is appealing his criminal conviction for sending a "menacing" tweet after his flight was cancelled.
And it's still going, two-and-a-half years later.