As people across the world prepare to put their personal spin on big global news event, shocking new statistics suggest they may be wasting their time.
In 99 per cent of cases, nobody gives a toss what you were doing on September 11th, says the study. More chillingly still, trying to hijack a massive catastrophe to make yourself sound a bit more interesting can actually tarnish your brand - exactly the opposite of the intended effect. Says research.
'Shoehorning yourself into the fabric of a massive news event is one of the great unreported growth industries of the modern age,' said an expert, 'but it seems there's only so much naked self promotion people can take, even the twitter generation.'