You've probably seen the latest photos of Taylor Swift and Tom Hiddleston, in which he is wearing a T-shirt that reads "I ❤️ T.S.", as well as a temporary heart-shaped tattoo with the letter "T" in the centre.
Of course, a lot of people had opinions on this OTT display of affection, and some even passed away as a result of the cringe.
However, an interesting conspiracy theory has emerged as a result of the past two and a half weeks of Hiddleswift PDAs.
And that theory is that the whole romance is actually a piece of performance art for a music video.
It's something people are increasingly calling as the relationship moves ever quicker.
There have been suggestions that Taylor is actually trolling the entire world and is planning a comeback in the style of Beyoncé's Lemonade, which was a visual album using videos to tell a story.
This theory stems from the fact that throughout her career, Taylor has dropped albums at two-year intervals, and we're coming up to the two-year anniversary of 1989's release.
Playing into this theory is that Taylor also releases a new single from the album a couple of months prior to it coming out. For example, she released "Shake It Off" in late August 2014, ahead of 1989's release in October. The theory suggests a new single could drop in September – which is also around the time of the Emmys.
It's suggested that Tom will be nominated for his performance in The Night Manager, which would mean maximised publicity for both of them if the single and/or video drop at this time.
Firstly, why Taylor and Tom have been followed around the world by the same paparazzi agency. If all of this was a ploy to make people believe in their relationship, it makes sense that they'd hire paparazzi to chart the journey.
It would also explain why every photo opportunity has legit looked like something out of a movie.
We've had romantic trips to Rome, where he was spotted kissing her hand, and long walks along the beach. Comparisons between Hiddleswift and The Notebook are made almost daily.
And let's also not forget the visual similarity between Taylor's "Wildest Dreams" video, and their relationship – it's uncanny.
The timing of the relationship is interesting too. Taylor hooked up with Tom just two weeks after splitting from Calvin Harris. It's almost like she's deliberately playing out the ~~boy-crazy serial dater~~ image from the "Blank Space" video.
Could it be that all of this is just a comment on fame? Or the lack of privacy when it comes to celebrity relationships? Or the media's obsession with her relationships?
Or are they actually in love?
One thing's for sure – we cannot look away from Hiddleswift.