Few can have failed to be moved by the terrible scenes of waves and wind reducing shanty homes to matchwood. So spare a thought for adland's second homers, some of whom have invested in boltholes in the area.
Poor old Peter Travis, the chief executive of cdp-travissully, recently purchased a holiday home on Jensen Beach, Florida, right in the path of the eye of Hurricane Frances. Fortunately, and before you reach for the phone to make a credit-card donation for the rebuilding of the Travis residence, we can confirm that the house remains standing. Phew.
A relieved Travis says that his main concern was that the power supplies were cut off, leaving a fridge full of lobster tails and no way of contacting his neighbours to ask them to retrieve them, as the telephone lines were also down.
Even worse, the local government has imposed an evening curfew in the area so, with Britain getting more autumnal by the day, it may not be quite the relaxing getaway he envisaged when he bought it. The poor thing.