So last night it appeared that Michael Arthur, provost and president of University College London, had committed something of a gaffe.
An email was sent from @email@example.com addressed to ALL STUDENTS – that's nearly 29,000 people – and all it said was "bello!"
And did the 29,000 recipients act responsibly and refrain from hitting "reply all" with their funny responses? You may be shocked: They did not.
Overnight, #Bellogate was the UK's No. 1 trend on Twitter.
Daniel was the first to make this gag.
It didn't take long for someone to sign up to a porn talent site using the all-students email address.
By 1am this morning, "bellogate" had its own OkCupid account.
And membership of Sarah Palin's website.
And an account on Pornhub.
And perhaps most controversially, had signed up to the official Coldplay mailing list.
Maybe because the band's most famous song sounds a bit like "bello".
The end result: This is what the students' inboxes looked like this morning.
The university helpdesk warned people not to abuse the all-hands email address. But even that warning got mocked:
The person who sent the original email popped up again this morning.
One wag suggested the university IT staff look here for someone to help.
You could only sympathise with the people asking for the emails to stop.
Someone used it as opportunity to look for love.
And buried amongst the madness was this confession.
Update — 12.05pm: The university has posted this series of updates, in which it said the email list has been closed and that students have received an apology.