People who haven’t yet understood the power of online video are amazed at how the video community has pulled together in the recent movement to honor cheese. Individuals from all over the globe have taken time away from other important endeavors to make a video about cheese, or involving cheese.

Many online-video causes have helped raise funds, educate people on political issues, or raise awareness of and humanitarian issues. Hug day. End to racism. Love a homosexual. Feed the poor. Don’t eat meat. Heck, Dylan’s Couch is proposing Volunteer Day on August 2.

But this cheese movement isn’t about helping people or improving lives. It’s a selfless act, and we know cheese can’t nor shouldn’t repay the favor. Sometimes life isn’t about doing something for someone else for hopes of recognition or to help humanity. Sometimes life is about helping cheese.

To see the cheese playlist on YouTube, click here. To download this cheese illustration as a PSD to make a coffee mug or t-shirt, click here.