There was a memorable advertisement in the 1990s that involved the drinkers of a certain soft drink receiving a slow-motion slap in the face from a man in orange.
We can now update the slogan to 'You know when you've been Limericked'.
Galway went six points up against the champions in the All-Ireland hurling semi-final but lost by nine.
Kilkenny tore into the Treaty in Sunday's final, outworking them in a first half they won by three points, but also lost by nine as Limerick racked up three unanswered scoring sprees totalling 16 points in as many minutes.
Nobody, it seems, can withstand the second-half surge when it feels like the Treaty are winning every puckout and splitting the posts with every shot.
"It's not enjoyable anyway," said Cats boss Derek Lyng. "You’re trying to look at make a few changes, see if you can stop the momentum in some shape and fashion.
"They will always come at you and I was expecting that to happen. It was just about maybe getting one or two scores around that time just to stop it. It's very, very easy to say that. We just found it difficult. We probably weren't efficient enough with some of the chances that we got.
"I felt that maybe a few of the 50-50 calls went Limerick's way. And we needed them. We needed everything. We maybe needed one of those frees around that period just to stem the tide. When they get a run on you, it's very, very difficult to stop it.
"I think nine points is harsh on us"
"I was really happy [with the first half] and we needed that. Very hard to maintain it. They are such a strong, physical team and they keep coming at you. You could really see some of our players tiring in the second half.
"You have to have the intensity, you have to have the work-rate around the pitch but particularly against them, you have to be there on the breaking ball and winning that. They are just so strong around that middle third and I thought for a long time we made it a really good battle out there.
"Then, they get that flow and they get a bit of room and space, it's not as if we were cut open at all, there were scores from out the field, outrageous scores, fantastic scores and sometimes there is nothing you can do about it.
"I think nine points is harsh on us to be honest but look, it is what it is."
Did Kilkenny go for goal too often when a point was the wiser option?
"I thought at times just pop the ball over, because at that stage maybe there were six or seven in it and maybe one or two scores, a bit like last year things could have got a bit nervy as well.
"But look, again, I can't fault the players. They felt the chance was there and I’ve been saying to them all year, 'Go for it', and that’s what they tried to do."
Lyng was aiming to become a title-winning manager in his first campaign and end Kilkenny's eight-year wait for Liam MacCarthy.
Instead, he had to watch Limerick equal the four-in-a-row mark he helped to set on the pitch in 2009, and he wouldn't be against them going one better.
"They have proven that [they are on one of the best ever] now with four in a row and they don't look like to me they are getting any weaker.
"They have huge experience, and their age profile is pretty good so they are going to take stopping again, there's no question about it. They are a fantastic team."
David Blanchfield not starting following a chest injury was a marginal call, and though Conor Fogarty did well at wing-back before being forced off at half-time, Lyng admitted the 6'3 Bennettsbridge man's absence was a loss against towering opposition.
"He was yeah because he has physicality, he has youth and plenty of hurling but we had plenty of lads to come in as well. He was actually really feeling good. It is one of those things where we had to make a call with the medical team. Really hard on the fella, hopefully he'll have bigger days but it was too much of a risk in the end."
Lyng had some positives to take. Tom Phelan scored 0-03 in his first decider "he was really good, really good, and that will stand to him" and for the second year in a row Huw Lawlor held Hurler of the Year contender Aaron Gillane to 0-02 from play in the final.
"He was outstanding. He's been outstanding all year. You’re looking at all the big players and where you need to win the battles, and I felt Huw won that, and that should have been a big help for us to win.
"There is plenty of promise there for that squad of players. We just have to keep driving forward, that's all we can do now.
"It doesn’t feel like it right now, but when the dust settles, that’s what we’ll be looking towards."
