Olympic teams began arriving in London on Sunday. Shortly thereafter the same-sex locator app called Grindr crashed.
Hmmmm. Let the games begin, indeed.
Sex and Olympians has been well reported for quite some time, of course. The question is whether it's coincidental, an actual crushing amount of traffic or a genius guerrilla marketing campaign.
"It happened almost as soon as the teams got here. Either loads of athletes were logging on to meet fellow Olympians, or were looking to bag a local," one London resident told People UK.
The app was finally up and running 24 hours later.
If it was a marketing ploy, the site creator sounds pretty contrite:
"I want to personally apologize to users. I know it was frustrating. I was frustrated myself. I also rely on Grindr in my day-to-day personal life. It made me feel disconnected."
Having a CEO be so hands-on when it comes to his frustration is heartening.