The modern trend of people going onto the internet and sending the worst, cruelest thing they can think of to a complete stranger reach what you'd hope might prove its nadir this week, as a man on Twitter mocked another man over his stillborn child because of a game of football.
Non-league player Alfie Barker, a 19-year-old Hitchin Town player, reacted to Bournemouth's 3-3 draw with Arsenal on Tuesday by posting: "Big hype just for a disappointment like the nine months leading up to your child's birth."
It was in reference to Bournemouth midfielder Harry Arter whose baby daughter Renne was stillborn in Decem ber 2015. Arter spoke movingly about the tragedy at the time and how it has affected him and his partner Rachel.
After the tweet came the retribution, and after that the mea culpa.
Hitchin Town swiftly sacked Barker, who then apologised on Twitter and in an interview with BBC Radio 5 Live, where he said: "It's disgusting. I'm totally ashamed."
In a separate interview with Stevenage paper The Coment, he elaborated further.
"I was watching Arsenal at home and I was hyper. At 3-0 down they weren't playing well and I was annoyed," he said.
"I'd had a couple of beers and was frustrated at the way the team was playing and I just lashed out. I have no idea why I focused on Harry Arter and his family and I am so, so sorry for what I have done.
"It was a moment of madness. It's the worst thing I've ever done in my life, but it is so out of character. I honestly don't know why I did it.
"I also completely understand why Hitchin Town took the action they did and I completely agree they did the right thing."
Barker also told the paper he takes medication to combat the symptoms of ADHA and suffers from a mild form of autism.
The apologies and explanation were all issued after Barker previously trying to claim his account had been hacked.