The notion of an internet sensation can work for the forces of good as well, in that a solid pop-rock act like OK Go can get widely downloaded, parodied and imitated for their 2007 video for ‘Here it Goes Again’, a solid enough track on its own that became ‘viral’ (fuck off) thanks to their elegantly mounted single-shot clip of the band choreographed on half a dozen treadmills.

Now that they’ve got your attention thanks to YouTube, they can get back to the seriousness of it, which in the case of Of the Blue Colour of the Sky is a psychedelic mish-mash of Prince and whatever else was going through their minds at the time of conception – my guess would be The Flaming Lips.

‘WTF’ (indeed!), ‘This Too Shall Pass’ and ‘White Knuckles’ are solid standouts; the whole enterprise works on one of those levels that could probably be explained to you if you asked one of the band members; or you could just dismiss it out-of-hand as noise if you didn’t have the time to digest it.

I’ll go with the former and hope for more, because the album makes me dizzy and I like it.