Thomas Cook, the British travel agent that celebrated its 154th year in business this year, won't be celebrating its 155th, after it went tits-up yesterday.
The company's advertising slogan, however,
Don't just book it - Thomas Cook it!
has enjoyed an extraordinary resurgence today, especially on social media platforms, such as Facebook and Twitter, where it was recorded an astonishing 16 million times.
Upwards of 150,000 Thomas Cook customers are facing being repatriated from their holidays abroad by the British government, in what must feel like 'a wartime evacuation with sunburn'.
Thousands more have had future travel plans cancelled.
But today was not the time for unnecessary resentment and petty squabbles over the loss of money or hard-earned annual breaks.
Instead, strangers in the high streets the length and breadth of the country nodded knowingly to each other as they passed the darkened branches of Thomas Cook, and chuckled:
"Don't just book it - Thomas Cook it!"
There's always next year.