Each year, People magazine attempts to qualify the objectively un-qualifiable by naming the sexiest man alive.
Though we are not sure of the metrics, methods or madness, we always respect their hallowed result.
How do you define 'sexy'? Can dead men be sexy? If they are the sexiest man alive, how can we give the award annually, unless you kill last year's winner?
Then again, ,who can really be arsed with these sorts of stipulations, when you could just look at pictures of Chris Hemsworth (2014's Sexiest Man Alive) or David Beckham (2015's Sexiest Man Alive)?
No-one, that's who.
The near-annual award (it wasn't actually a set 'thing' for a while, one year they even forgot to hand it out, though they retrospectively named Keanu Reeves the winner of 1994) has been giving out the pointless gauge of gorgeousness to mainly actors since 1985.
In 2005, our 47 year-old southern belle Matthew McConaughey won the prestigious title at arguably his peak rom-com, on-screen man-candy stage, two yeas after How To Lose A Guy In 10 Days and three years before his and Kate Hudson's reunion in Fool's Gold.
McConaughey's latest 'serious' film, however, sees him perform opposite the people's James Bond, Idris Elba in The Dark Tower.
Out promoting the flick that sees McConaughey play a Lucifer-esque character, he told People, 'This is the perfect answer for the next Sexiest Man Alive' referring to 44 year-old Elba.
[That's] such a compliment coming from this man!" Idris responded.
We actually concur Matthew, excellent shout. This could actually be your best idea since naming your penis Krull the Warrior King.
As we imagined, Matthew takes the honour of being People's Sexiest Man Alive very seriously, explaining, 'That's the thing about this crown,' McConaughey says. 'You get it until the day you leave this earth. And if you're a believer, you take it into the next life.'
Whoa, that's deep.