Or, rather, what people armed with a lot of sarcasm and Twitter can do.
As is by now well known, one-time presumptive Republican presidential front-runner Jeb Bush and his campaign are struggling. What's a former governor who is the brother and son of former president to do? Well, launch a re-branding campaign, of course.
Enter "Jeb can fix it," the Bush camp's new slogan. It's a longer take on the campaign's earlier, one-word-and-an-exclamation-point offering, "Jeb!,"and perhaps an affirmation that America needed a little more than the candidate's first name.
But, well, the Twitterverse had a bit of a reaction. We've compiled a short list. But really, we can say no more.
First, a few scene setters
Act I: America has jokes
Act II: Variations on a much-explored theme
Act III: A brief animated interlude
Act IV: More assorted funnies
Act V: A roundhouse kick for the finish
That web address now leads to a site from a 2014 Austin city council candidate who accuses Bush of stealing his slogan.