Former X Factor finalist Marcus Collins has caused a bit of a 'fakery' storm after a cryptic message.
The singer, who made the final of the 2011 series, posted a snap of himself and Gary Barlow from one of the X Factor's results shows on Instagram.
That's all well and good, of course.
But he captioned the picture: "That arkward moment when you've already been told something and have to pretend you don't know and are hearing it for the first time [sic]."
Cue the birth of another X Factor conspiracy.
"Wait...you guys know who's gonna win beforehand?!?!" one of Marcus' followers asked.
"Could always tell u already knew," another claimed.
So are the acts told of the results in advance? Is it all fixed from the start? Or are people just overreacting to a silly Instagram snap?
Perhaps not surprisingly, it's the last one.
Marcus shortly followed up his original post with another picture from his X Factor journey, writing: "My reaction watching the foolishness that's come off the back of one meme I posted this week!
"It's just a funny meme someone sent me. you've taken it too far. slow week for 3 national papers."