A huge Scottish Hydro giant filled with energy carried a pair of Highland bulls all the way up Ben Nevis yesterday.
Thousands turned up to witness this amazing feat, which was filmed by Sky News and several American film companies.
Mega-biologists reckon that the energy consumption involved was substantial. But income from TV advertising, and sales of ice-cream and lollies to spectators was even more substantial - leading to increased profits.
Many giants in the commercial world are reluctant to put bulls up. "When we put bulls up Lavender Hill," said another energy giant, "we got a lot of stick from the Mob."
Yesterday's Highland bulls will probably stay up throughout the winter. Unless the big energy giants are more friendly, they are unlikely to come down again until next summer.
Other energy giants have been less successful. "Last time we tried to put bulls up," said Gus Gazzler, "it was a complete balls-up."