Two seconds of bare flesh and America is beside itself with indignation and outrage.
Janet Jackson's Super Bowl stunt, which she says went further than she planned, has left the US in a state of mass apoplexy on the subject of taste and decency in broadcasting.
A few moments after the now infamous "wardrobe malfunction" a grinning Justin Timberlake told the Access Hollywood TV show: "Hey man, we love giving you all something to talk about."
That is putting it mildly.
"I know many people in other countries are scratching their heads and thinking 'What in the world is the big fuss over there?'," said Robert Thompson, director of the Centre for the Study of Popular Television at Syracuse University.
"But this country takes exposed breasts very, very seriously. We get very exercised about such things."