Manchester United have been busy parading the Premier League trophy that they won last season, taking it on a tour with former club great Bryan Robson in New York.
Now, you can question the wisdom of doing that with a top-four finish this year, let alone a successful defence of the title, looking unlikely.
But nonetheless United have ploughed on to Central Park.
Then the weather sent what was surely a signal, snowing heavily in NYC. Time to call it off?
Not a chance, United decided.
"The wintry weather in New York’s Central Park didn’t stop Bryan Robson parading the Premier League trophy. #mufc#UtdTrophyTour," they write on Instagram.
Maybe it should have?
Commenters on Instagram were suitably underwhelmed:
"No parade next year. That's for sure," wrote UncleHendra, summing it up.
A parade usually indicates a big celebration with throngs of people.
Not one man looking somewhat lonely. And cold.