Virgin Mobile is hoping to create a new World Record next Wednesday for the most mobile phones ringing in unison.
The attempt - to be adjudicated by boffins from Guinness World Records - is expected to attract a couple of hundred people to London's Leicester Square next Wednesday at midday.
However, since there is no existing record for the largest number of people gathered in one place with their mobile phones going off, there seems little chance that this record attempt will fail.
Which is a shame, for then there will be no call for headlines such as "The Big Ring shafted in record blunder".
Instead, what we will have to look forward to is scores of people milling around central London shouting: "I can't hear you, I'm on the mobile."
A Virgin spokeswoman told El Reg that ear plugs would be provided for those taking part. However, we're more concerned about the poor sods walking past when this diddle-ee nonsense kicks off. ®