The lion or elephant in the photo should be stone-cold dead. The hunter posing with it should be ugly, fat and preferably American. Cue to social media outrage from celebrities, journalists and online nobodies. Few things generate more furious likes and retweets than old, white men killing African mega-fauna.

Yet, as Barack Obama once said: ‘This idea of purity and you’re never compromised … you should get over that quickly.