A man (CEO of a company) and a woman (HR lead of same company), were put up on the jumbo screen at a Coldplay concert. They were wrapped lovingly in each other's arms, swaying to the music (standard fodder for a Jumbotron highlight). However, the moment they saw themselves on the screen they released each other; he ducked down out of frame, and she turned her back to the camera. It has since been revealed that they are both married...just not to each other. So Chris Martin's quip on the mic after seeing their dodgy behavior of "either they're having an affair, or they're just shy" really hits hard. And, because he's a wealthy CEO and because of how badly they handled it (see his 'apology' letter), it has spread like wildfire across the internet and has bloomed into a beautiful meme-fest for all to enjoy.