When the X-Factor judging controversy broke the question on many people's lips was: Who are Willy Moon and Natalia Kills?
Now, if nothing else, they have a bit more profile.
A DanNews.co.nz clip of their offending tirade, posted to YouTube, has just passed 5 million views. And it's rising fast.
NBR's crack research team is still trying to find out who Natalia is, but her NZ husband actually has a minor claim to fame. His song "Yeah, yeah" was used by Apple in a global ad campaign in 2012. Yesterday, NBR asked if the company had any plans to re-employ Mr Moon's talents. "Apple does not comment on future artist engagements," came the reply. But I think we can make an educated guess. Maybe a Snickers campaign would be more up his alley.