This was not what the dairy industry meant when it targeted teens to get them to consume more milk. The latest craze sweeping across England finds college students pouring entire jugs of milk over their heads in public. They’re calling it “milking,” and nearly 200,000 YouTube hits and a dozen imitation videos later, it’s viral. Media outlets already are speculating that it’s only a matter of time before the craze hits U.S. campuses.

Apparently the whole thing started with a bunch of bored guys sitting around in their flat, armed with a cell phone camera and a jug of milk.

Yes, it’s stupid. Even the creators of the video think so.

“We didn't expect a reaction this large — the video was initially intended for our friends,” says George Hoyland, one original “Milking Newcastle” participant. “We didn't think the video would stretch much further than our friends and would be disappointed if it created any animosity between students and residents. The smell of sour milk is present all over our house, and the laundry pile is high!”

And it seems much of the rest of the world doesn’t get the joke. Plenty of viewers are leaving negative comments, pointing out the cruel futility of the stunt when people are starving elsewhere and calling the participants “pathetic,” “stupid” — even advising them to “get a job!”

Anyone hiring in the barn? Bet we could teach them the real meaning of the word “milking.”