How fast can a liquid wet (or unwet) a solid support? This is important to a range of industrial applications from semiconductor fabrication by immersion lithography to the management of liquid propellants in spacecraft. 'Dynamical contact line' studies have historically taken a visco-capillary or low Reynolds number perspective. This perspective brings to mind stress singularity, slip lengths, microscopic and macroscopic contact angles, etc. – all fundamental issues raised in the ground-breaking studies of Scriven, Dussan V., Hocking, Cox, de Gennes and others.