It could be the child-like innocence, or the clever writing, or the adorable 3-year-old's Scottish accent, but viewers just love this video of a little girl questioning her father on the logical consistencies, or lack thereof, in the traditions of Easter.
It's gotten 39 million views, and it's only been on Facebook for two days.
"Dad are you painting a face on an egg?" she asks.
"Yes I am," her father responds.
"Have you lost your mind?" She counters.
"No, it's for Easter!" he explains, "what's wrong with Easter now."
"I just don't understand whats it's all about," she adds. "Why do you give me chocolate?"
"What do you mean?" he asks.
"When I ask for chocolate," she explains, "Mom says 'no no no, not good for you.' Sometimes you give me more chocolate so I can eat."
"Like when?" he demands.
"Easter," she lists, "Halloween, Christmas, my birthday."
"OK, OK," her father allows.
"The country is gripped by obesity!" she exclaims, "but all our celebrations have loads of chocolates!"
"I suppose you're right!" he says, pensively.
The rest of the video launches into a rational inquiry into the theological underpinnings of the traditions of Easter, and finds them wanting.
The video stars comedian Mark Nelson and his daughter, Isla. After only two days, it's approaching 40 million views, and will probably surpass it in time for Easter.
Of course, the irrationality of the traditions have little to do with the real reason of the holiday - the sacrifice of God's Son, Jesus Christ, and His resurrection, for the sake of washing away the sins of the world. And chocolates.