The atmosphere at London 2012, which athletes and commentators unanimously believe is the best in Olympic history, is to be bottled and sold by a few enterprising individuals.
Every day, incredible scenes at all the venues are seen as thousands of cheering and flag-waving fans get swept along by the Olympic euphoria and regular British success.
Bottles and jars have been appearing on eBay in the past few days purporting to be full of that rarefied Olympic atmosphere - some starting the bidding at 50 pounds.
In reality, they are just empty bottles of course, so bidders need an Olympic-sized amount of imagination.
One listing on Thursday today by seller 'Iomste' entitled 'London 2012 Olympics Bottled atmosphere' had a starting bid of 49.99 pounds and a Buy it now price of 99.99 pounds.
"This bottle (originally had water in it) was with me at the opening ceremony for the london 2012 Olympics. Experience the 'Greatest show in the world' atmosphere," the Daily Mail quoted the description as reading.
The seller promised to donate a percentage of the proceeds to charity though.
But a jar of the 'atmosphere' at the Eton Dorney rowing venue when Heather Stanning and Helen Glover were cheered on to victory last Wednesday did receive a bid.
The item, described as '100 percent Olympic atmosphere - GB'S FIRST GOLD MEDAL!' by seller 'jasmin-sally' sold for 5 pounds.
The listing featured a picture of the jar being held up in the stands above the rowing course and the description reads "What better way to remember this day forever than a collection of actual atmosphere from one of GB's most important moments?"
The 'bottled atmosphere' isn't the first time eBay sellers have sold thin air - user 'bjornb17' bought an 'air guitar' for 5 dollars in 2008 and was sent an empty crate.