In the Bible, a bloke called Adam had a crunchy apple with Eve in defiance of heavenly orders. It was a simple act, easily accomplished, with far-reaching consequences. This week, another Adam must have thought he had some catching up to do with his namesake in the sin stakes.
The scene of Adam Catzavelos's crime wasn't quite the Garden of Eden, but according to him it was "heaven on earth" - a beach with no black skin on display.
Undeterred by a level of privilege beyond most South Africans' dreams of avarice, and unaware of his own ignorance, offensiveness, racism and mamparadom, Catzavelos uttered the most sinful word in the South African lexicon, then sent his stinking-out-loud moment into cyberspace. Would-be mamparas of the year, you have some catching up to do.