There is a predictable cycle in online news sometimes of perpetual indignation, feeding clicks to both news sites and the perpetuators of the outrage.
A classic example was witnessed today when someone noticed a well-known clothing brand was selling a sweatshirt that seemingly took its inspiration from the killing of unarmed anti-war demonstrators at Kent State University, Ohio, in 1970.
The company in question is barely worth mentioning, such is the contempt we should feel for the originators of the latest phase in this outrage cycle.
However, the events they later denied to be referencing (see below) are worth recalling.
At the end of April 1970 then president Richard Nixon escalated US involvement in the Vietnam War with the so-called Cambodian Campaign offensive.
The military operation came during a period of rising anti-war sentiment, and the next day 500 students demonstrated at Kent State University, with the US Constitution symbolically burned.
Unrest broke out later that night as the protest attracted demonstrators from outside the university.
After the city's mayor declared a state of emergency the National Guard were ultimately deployed, with tear gas used and a student wounded with a bayonet.
The situation worsened further when a building was set alight by protesters, leading to the state's governor to describe the demonstrators as the "strongest, [most] well-trained, militant revolutionary group that has ever assembled in America".
On Monday, May 4, students assembled for a protest to be held at noon, while hundreds watched on. University officials had attempted to ban the gathering, but classes had not been cancelled.
When it became clear that protesters were not going to disperse, the National Guard opened fire, firing 67 rounds in 13 seconds.
Four students were killed and nine wounded, including one student who suffered permanent paralysis.