What I imagine the reasons were behind the now infamous grape photo of yesterday:

• Martin Freeman: Hey, Ben. C'mere a sec.
• Benedict Cumberbatch: What is it? We've still got to readthrough this script. Isn't it amazing how Mark's managed to-
• Martin: Yeah, yeah. Amazing. But never mind that. I've just had the most brilliant plan.
• Benedict: A plan for what?
• Martin: The fans!
• Benedict: ....What about them?
• Martin: Well, it's all been a bit boring on tumblr recently. It's all the same at the moment - You know, Me, you, at it like rabbits. I mean the last thing we really gave them to shake it all up a bit was Smauglock and that was ages ago.
• Benedict: Smauglock? wha- oh...that..hm..okay...so, what is this plan, dare I ask?
• Martin: We're going to shake things up a bit.
• Benedict: how?
• Martin: Just you watch. Oi, cameraman, c'mere. Ben, put this hat and cardigan on.
• Benedict: But you're wearing a hat and cardigan..
• Martin: Exactly. We're adding fuel to the fire.
• Benedict: And that's a good thing?
• Martin: Yes. Now for the finishing touch. *gets out packed lunchbox*
• Benedict: Wha- why are you getting out grapes?
• Martin: Don't worry.This'll be brilliant. It'll send them wild.
• Benedict: ...okay... wait, you're putting them on your eyes..
• Martin: Yes. Now smile sporadically at that cameraman. Quick. These will fall off else.
• Cameraman: *takes le photo*
• Martin: Show me the picture. *giggles* eheheh. Yes. Fantastic. Put that on the internet now.
• Benedict: The internet? How is that picture going to send them crazy, I don't understand.
• Martin: Benedict. Just trust me. That.*points at photo* Is going to blow their minds.
• Benedict: But they're just grapes. No-one could get that excited over grapes.
• Martin: Oh, they could. And they will, you watch. We'll go on tumblr tonight and they'll have gone fucking apeshit, I can guarantee it. It'll be hilarious....