Now and again, you misread a headline and get a very, very strange mental image. That just happened to me, when I read:

Ultimate Fighting Champ Sticks Up For Animals in New PETA Ad

...as:

Ultimate Fighting Chimp Sticks Up For Animals in New PETA Ad

In the point three of a second it took me to think "Hang on, that can't be right!" my brain had conjured up a whole new world, of caged boxing rings, fame, celebrity endorsements, baying crowds, big toothy grins... and kickboxing chimps.

The Ultimate Fighting Chimp - like the PG Tips adverts, but with extra violence.

It was a very strange third of a second.