When Sutton United reserve keeper Wayne Shaw started chomping on a pie during his team's FA Cup tie against Arsenal, football fans across the country smiled, nudged their mates, and said: "Ha! Look! He's eating a pie!" It was a beautiful moment. The magic of cup, incarnate and crispy.
But the fun didn't last long.
First of all, Sutton's manager Paul Doswell didn't take too kindly to it, saying: "I think Wayne has become this global superstar on the back of being 23 stone. He's made that a chance to make some more media coverage off the back of it.
"The reality is I don't know, but it wouldn't surprise me. I don't think it shows us in the best light."
And then, inevitably, it was revealed to all be part of a stunt in connection with The Sun's betting site Sun Bets, which placed the odds of him eating a pie during the match at 8/1. Urgh.
Needless to say, it all got even worse for Shaw. The plus-sized keeper was then placed under investigation by the FA and the Gambling Commission for breach of betting rules.
And now, Shaw has handed in his resignation from the club after requests from upper management.
Truly a cautionary tale.