There's no doubt about it, the Jenner-Kardashian clan have some serious social media clout, and it's a powerful platform that has the potential to be used for a lot of good.
However, they've come under fire for their latest stunt, which saw Kris Jenner take to Twitter on Saturday to announce that her daughter Kendall was going to make a 'brave' and 'raw' statement.
The tweet featured a host of emotive hashtags, and many of the businesswoman's 10 million followers thought something groundbreaking was on its way.
In a follow up tweet, Jenner shared a teaser video for the announcement, with another emotive message:
I’m so proud of my darling @KendallJenner for being so brave and vulnerable.
Seeing you share her most raw story in order to make a positive impact for so many people and help foster a positive dialogue is a testament to the incredible woman you’ve become.
However, Twitter users were left nonplussed when Sunday night arrived and Kendall's huge 'brave' announcement was that she'd... partnered with Proactiv.
Yes, that's literally it - a brand deal with an acne cream.
Needless to say, Twitter users found the whole thing pretty underwhelming.