Context has been thrown away for many people online and in its place is a new and dangerously ignorant reality. By the time art collector Dasha Zhukova issued her grovelling apology on Tuesday afternoon for having been photographed sitting on a Bjarne Melgaard chair in the form of a black woman, millions of people around the world had already got a completely wrong opinion of her.
Russian football is not without its problems - far from it. Racism still rains down from the terraces on a regular basis, recently being aimed at Manchester City's Yaya Touré, who promptly and with plenty of just cause called for the 2018 competition, which is to be hosted by the country, to be boycotted.
A lot is said about the much publicized circus, that Chelsea seems to have become. Negative press has become as regular as Ashley Cole's one night stands. This severe fall from grace would have been unthinkable back in May when Didier Drogba and the bus that was parked behind him won the most treasured prize in European Football, the Champions League.