As we enter the final hours of sport's four-day online boycott, in protest at the social media giants' pernicious failure to tackle hate, let's try imagining an alternative reality. Just as now, it starts with trolls sending racist abuse at, say, Mohamed Salah or Marcus Rashford, or relentlessly attacking a female sports star or commentator. Only, in this parallel universe, a crack team of investigators spring into action.
What might happen next? First the investigators would find out the culprits' names, telephone numbers, and where they lived. Then the authorities would be alerted. Shortly afterwards, accounts would be closed down. And, in the worst cases, the police would prosecute. Finally, as people began to realise that actions online had actual consequences, many would start modifying their behaviour. The tsunami of online hate might eventually become a sea swell.