Lewis Hamilton is, by whatever metric you choose, the biggest superstar on the 2017 Formula 1 grid.
Using social media numbers - not the only way to measure this, but still a meaningful guide - he is well ahead of second-best Fernando Alonso in terms of followers on Twitter (4.11m v 2.45m), Instagram (3.7m v 1.2m) and Facebook (3.9m v 1.8m).
But when Hamilton announced on Monday that more than 8000 people had entered the competition to design his 2017 helmet livery, it felt a little underwhelming. What a fantastic competition... could no more than that apply?