 The suspension of normal allocation principles when live donation is involved often passes by without notice, although one recent exception is a debate over people on transplant waiting lists who use social media campaigns to find willing donors (Moorlock 2015; Moorlock and Draper 2018). Such cases are a good illustration of the shape of the underlying issue. If these donors were merely being redirected – that is, if they were intending to donate anyway, even without a social media campaign – then arguably suspending the normal principles would be tantamount to unfair queue jumping via what has been termed a “beauty contest”. But if these social media campaigns bring new donors and extra organs into the system, and provided that other ethical conditions are met (notably the valid consent of the donor), then it would seem churlish to reject such offers, given their capacity to extend and/or improve recipients’ lives.