Such is the case for Andy Byron, CEO of tech company Astronomer, who on Wednesday night was filmed cuddling with his human resources chief at a Coldplay concert in Boston. Byron and his co-worker appeared on the arena video board in a “kiss cam” segment before looking uncomfortable and ducking out of sight as Coldplay front man Chris Martin quipped that the two might be having an affair.

"The Board of Directors has initiated a formal investigation into this matter and we will have additional details to share very shortly," Astronomer said

Almost instantly, the clip went viral, racking up over 30 million views. The internet was transfixed and delighted in the schadenfreude: the wealthy, married chief executive of a tech firm being caught out canoodling with a colleague, the head of HR no less, in the most criminally uncool of contexts: a Coldplay concert.