What does this button do?

A blog.
Needs content.
Big Dave from Macra aka the Onionator was on the Ray D'arcy show today. And it's all my fault.
I sent the text and started a semi national phenomenon. Go me.
Here's a pic.

EDIT (November 6th):
He's on Ireland's number one (and only) breakfast telly-show, Ireland AM tomorrow.
I should start charging him for 10%.