Just when you thought the internet couldn't get any more ridiculous, two YouTube personalities have come to blows at a press conference ahead of a boxing match.
Yes, that is a real thing that happened between disgraced YouTube celebrity Logan Paul and KSI, a fellow YouTuber (real name Olajide Olatunji) who rose to fame by being really good at FIFA.
Anyway, the two individuals possess egos the size of planets, aren't big fans of each other and are literally set to have a fight against each other in August.
Like any big fight, those involved do a little bit of self-promotion, usually involving overblown press conferences that often descend into chaos.
As these two love 'the bantz', there were a few verbal jibes sent at each other in front of a large crowd in LA.
Things soon tipped over the edge when KSI decided to mock Paul's apology video he made after he was filmed laughing at a suicide victim in Aokigahara forest in Japan in January.
Paul then rips wig and bandanna off of the head of KSI before the Londoner responds with a big push. Several security guards then dash on to the stage to break things up.
In all honesty, it was over fairly quickly. This is hardly McGregor vs. Mayweather territory here - but this little fracas is likely to sell them a few tickets and get eyes on the fight, due to take place August 25, at the Manchester Arena.
You can see the full press conference in the video below.