It's the new craze that's sweeping the nation, folks! Pranksters up and down the land have gone mad for "milking" - which involves pouring milk over your head in a public place, preferably while your mate films it so you can stick the results on the internet. What japes!
The craze hails from Newcastle, where a group of students and graduates got together to film the ultimate milking video at the start of last week.
"We were just in our kitchen talking about doing it outside Starbucks in Jesmond and thought it would be really funny," milker Tom Morris told the Daily Mail. "We did that, uploaded the video to Facebook and got a load of likes. So then we thought, 'Why not just make a video?'" (Yeah, or why not just get a job, pal?)
Anyway, the video's since gone viral - and copycat milkers have now been spotted across the UK. These things do have a habit of catching on, after all. So as much as you're sneering and shaking your head in despair right now, chances are you'll soon be buying an extra pint of milk just so you can join in the fun. Possibly.