Others are copying Cope’s bizarre hack, which perhaps shouldn’t come as a surprise: butter is very now, unexpectedly rebranded as the perfect on-the-go snack (social media offers people chomping sticks of the stuff, or feeding it to babies). I can see this blowing up in the age of Make America Healthy Again, combining as it does three of the movement’s favourite things: animal fats, strenuous physical activity and being completely unhinged. Give it a few days and RFK Jr and Kid Rock will be running around in jeans and cowboy boots with papooses of unpasteurised cream strapped to their bare chests (something to look forward to).