Consider this proof-positive that bravery and outright lunacy are usually the same damned thing:
But yesterday, protected by nothing more than a pair of Speedo trunks and his extraordinary central heating, Lewis Pugh took the plunge and became the first man to swim at the North Pole.
The 36-year-old Londoner spent almost 19 minutes at minus 1.8C as he front crawled for a full kilometre - more than half a mile in the coldest water a human has ever swum.
With video and squirm-inducing picture (er...) "goodness." Frankly, I'm not sure what's more chilling: the feat, or the sight of this dude in a speedo.
Key quote: "I will never give up in front of a Norwegian!" Oh, those damned Norwegians!