Taylor Swift and Tom Hiddleston's very public romance reached ludicrous new heights over the Fourth of July weekend, as the loved up pair were snapped frolicking at a beach - Tom dressed in a 'I Heart T.S.' tank top.
The over-the-top display was the final straw for many fans, who are now questioning whether the entire affair is in fact an elaborate hoax.
Specifically, some now speculate that Taylor and Tom's public affair could form the basis of a new music video or musical project for the singer, perhaps one that pokes fun at perceptions about her fast-paced love life.
At least, that's what we're all hoping. Surely Tom Hiddleston - suave, worldly, Eton-educated 35-year-old Tom Hiddleston - isn't so doe-eyed in love with his new girlfriend that he'd willingly wear a homemade tank top declaring his love for her in front of the paparazzi?
E! Online were the first to shed light on the Hiddleswift conspiracy theory, arguing that "Taylor is pulling a fast one on all of us."
"Are Hiddleswift toying with our emotions? Is Taylor trying to prove just how crazy the media and the world in general can go over her relationships? Is she filming a music video or visual release to accompany her new album, a la Beyonce's multimedia extravaganza Lemonade?" E! asks.
These loved-up beach pics of the pair are just the latest in a string of shots of the couple, who have in recent weeks partied at a Selena Gomez concert, visited Hiddleston's mother in the UK and enjoyed a romantic Roman getaway - all under the glare of paparazzi cameras.