We’ve all heard it. The anguished yells of a Spanish man punctuated by his feet hitting wet sand as he flees a villa, desperate to catch his partner pre-bone. Reposted by ESPN, subtweeted by F1, and rinsed on many social media platforms: Temptation Island Spain’s Jose Carlos Montoya has broken the internet by running down a beach.

However, if you’ve been hiding under a mountain of bedding to avoid the beginning of Uni, let me catch you up. In short, Temptation Island Spain follows five shaky couples as they are split up and ‘tempted’ by a host of sexy singletons looking for love. Set in two beachside villas, the contestants are forced to watch each other’s infidelity via CCTV footage and dwell in their own misery. Or, in Montoya’s case, run rapidly across the island to pry your girlfriend from the embrace of another man. As he curses at the monitor, collapses onto the dew-covered grass, and follows his heart down the beach, a cinematic moment is born. A moment so huge the BBC, Cosmopolitan, and online icon Noel Miller all commented on the display of emotion. So, why do we care?

Perhaps it’s the reason reality television is a lure for nobodies everywhere, allowing a blissful escape from our own issues by viewing somebody else’s live on air. Perhaps it’s the sleek cocktail of effective casting, producer evil, and a pretty premise. Perhaps it’s the human purview to witness pain by watching a seemingly happy relationship crumble. Or perhaps it’s all of the above.

As we squint at the black mirror, enamoured by a grown man simply having a meltdown, shouldn’t we care? Or should we laugh, at ease with the understanding that he literally signed up for this? While the ethics surrounding the media are muddy, three words ring true… Montoya, por favour!