There has been a mass outbreak of new word fever this week after Donald Trump somehow contrived to tweet a word which nobody had ever heard of.

‘Despite the constant negative press covefefe’ he trumpeted, kicking off a social media firestorm as people fell over each other to define the word, use it in a range of hilarious images or generally just throw it into random sentences for comic effect. Even the President himself joined in the fun, with a follow-up tweet building on his earlier apparent error:

Who can figure out the true meaning of “covfefe” ??? Enjoy!

— Donald J. Trump (@realDonaldTrump) May 31, 2017

How we all laughed and enjoyed the joke – why, even the president was joining in, poking fun at himself, making himself part of a worldwide conversation in which he was in some ways the hero. Good old Donald Trump. Almost symblomatic of the man himself, you might say.

Of course, two days later, Mr Trump pulled the United States out of the global climate accord, risking huge danger to the planet both now and in the future. He was roundly condemned, villified, but at the same time, the covfefe momentum had not slowed.

So, conspiratorially, what if it was no accident? What if it was a deliberately insane tweet?

Therefore I present to you the true definition of Covfefe – a distraction created to make someone seem more human and appealing, thereby attempting to deflect some of the criticism likely to come their way after they do something particularly appalling and devastating.

In which respect, Mr Trump’s covfefe worked rather well.