i really do think it's funny how so many people believe that it's only starship that has done this, like don't lie to yourself, the company your ult is under has probably done it to. some stans on twitter will pretend to be aware about it saying "oh yeah almost every company cheats" and then when it's their ult's turn to get exposed suddenly "oh not my favs, they would never" the hypocrisy within some kpop stans is so wild

funny how months ago people were screaming “if ive doesn’t win rookie of the year and song of the year then it’s rigged!” then now they’re all going “ive won daesangs? starship paid for that!” 😒. let’s not act like love dive isn’t within top 10 of all major charts since it’s release and didn’t get more sales than the other debut albums did and most of all don’t act like you did not jam to “sumchamko love dive” 😭😭

The fact that Kakao ended up getting sued because of how many articles they wrote slandering a 16 year old with zero proof tells me everything I need to know. Edit: Yes, the lawsuit is not just about Kim Garam. Kakao has been accused of spreading negative/ false information about competing idol groups, including Kim Garam who faced the most of it. On November 16th an investigator from the FTC was sent for an on-site investigation at Kakao’s headquarters in Gyeongii. The FTC has pointed out that Kakao has intentionally spread misinformation about other entertainment agency’s kpop idols. The FTC also found this as a violation of the Display Advertising Act, as well as a violation of the new anti-stalking laws. Yes, technically they are being sued for ‘copywrite infringement’ HOWEVER if you take a closer look into the case it seems more like an ‘Al Capone only formally went to prison for tax evasion and for no other reason’ type of case, as they only have indisputable proof of copywrite infringement so that’s what they’re basing the lawsuit off of.

the hate wonyoung is getting is actually alarming, even at the airport just by standing in their official position she gets hate. I personally don't mind if shes in the center everytime since starship decides where they would position themselves. You can say their mediocre, being favoured, or rigged but at the end of the day this is how life works, its not always fair, people would always have connections, I KNOW ITS FRUSTRATING but complaining won't do a thing lmao, they might even sue you if the hate got so intense.

NewJeans fans, let's be a little honest here. IVE and ( )I-DLE were dominating this year. So if it wasn't going to IVE winning, it probably should have been ( )I-DLE. Hell, LE SSERAFIM was hanging along right with them, even with a scandal hanging over their heads. So yes, NewJeans had a phenomenal debut year, but don't act like other groups weren't having success either. I'm sure there's some shady stuff going on and that some groups are favored over others, but look at the steaming and sales numbers. New Jeans did great, but the others did well too... abundantly so.

IVE winning all those awards didn’t surprise me one bit, they had one of the biggest songs this year and like everyone was obsessed with them. they deserved those awards.

Just to be clear Kakao M is being investigated for copyright infringement. They reposted articles without paying the authors. And starship isn't the only group under Kakao. Ive is leading on all other music platforms as well (inc Spotify , Billboard etc). Other girl groups (non-kakao) ones also chart well on melon. The whole issue was misdirected to target on IVE by a dude in stantwt who previously called bahi a horse-face & likes to bandwagon hate + set groups up. Finally I f***in wish Kakao privilege was real because monsta x would have gotten the recognition they deserve.

Ive - love dive charted no 15 on billboard’s global 200. NO other 4th gen group has better charting than this, including both boy & girl groups. Ive did that in less than 1 year of debut. So starship payed billboard too????? Ive deserved all the awards they got.

Stanning IVE is really hard these days 💀😭😭

this is so true. people out here really thinking that starship is the devil while other companies are innocent and victims of starship/kakao's doings your fav company is probably doing that too hun😭

i clicked as soon as i saw the notification the title did shock me a little bit ngl

They didn't just cheat for their group, they sabotaged other groups. I think that's the horrible part. To be honest i dont believe most companies do this because it will always be sloppy. There is of course paying for shows, prizes, etc. But actually running pages for slander is risky and doesn't really work. It's sloppy and if a company has good enough counsel they won't do it.

IVE actually deserve their success, their music is just different Thank you for explaining I'm going to rewatch your videos again

People really are just looking for any way out of accepting responsibility for what happened with Garam 🤪 I would be disappointed but I no longer expect anything from kpop stans lol

I’m glad that you talked about this issue. Starship and Kakao being shady isn’t surprising at all, and I would expect that they did use some shady strategies to improve IVE’s marketing, but it really rubbed me the wrong way to see so many people using that as an excuse to deny most/all of IVE’s accomplishments.

Very off topic here but Ive is being hated the way blackpink were during the peak of 3rd gen (d4 era specifically). People will always find a reason to criticise them. Kpop fans just pick and choose who they wanna hold accountable

great vid!!!! I just hope wonyoung mental health is ok. In their anniversary vid she said she wishes to be a little bit happier next year. and that literally made me so sad. that girl is portrayed as a perfect doll, but we forget she is a human. poor thing

Yeah that privilege bs made me laugh because like where was it for MX almost 8 years ago 😂

I think IVE totally deserved the Song of the Year award but you cannot convince me they deserved the Best Dance Performance award. I love my girlies but their stage presence is weak... There are other groups who can outperform them, just a bit sus

I don't think it's necessarily the privilege of being a part of Starship of Kakao...Wonyoung was the most popular idol (rigged or not) on Produce 48, or at least one of the most well-known. People watched for what the Izone girls were gonna do just like they did for IOI, and CERTAINLY Chungha didn't have the privilege of being from one of the top 5 entertainment companies. If it was true then BVNDIT would not have just disbanded. The only privilege that IVE had was having two well-known idols in their lineup. It happened for IOI, Wanna One, and it's happening for Izone too.

I personally really dislike Kakao for all the rumors about Sakura through all these years but it’s totally not IVE’s fault like people make it to look. There are people responsible for this and it’s totally not a group full of minors.

I didn't bother to comment on this whole IVE issue because to me it was simply dumb. IVE songs were overly streamed this year even by haters so I'm not even gonna...

I like how IVE has topped all the charts for three different songs but suddenly they aren't successful to these stans. There was someone paying for negative comments about Wonyoung on Pann...just crazy. The push was for ProduceX and not PD48 but during PD48 the top agencies did get backlash. Also the Facebook page was just copying articles hence why they are being investigsted for copyright infringement.

tbh the only reason why ppl are hating on ive is bc new jeans didnt win. the same people who said that if love dive did win soty its rigged and their going to me upset are the people who are hating on them now. ive deseved to win. the amount of people amazed by their music and even calling eleven the best debut in kpop history. imo the reason new jeans didnt win is because they debuted to late. people were already streaming ives music and had their minds set on ive before new jeans debuted. basically everyone was in love with ive until other groups debuted and then they called them cheaters etc. also hate on the company not on the girls they have no control of this

NewJeans didn't get the award because they just debuted like what 6 months ago ? And only have their debut. It's not that deep.

They still have a better discography than other popular competitors so what's y'all's argument about them not deserving? 👽

i mean at the end of the day it’s still insane that no matter what companies do, stans still blame the idols which is so dumb

I feel like NewJeans just already have a toxic fandom.

Wonyoung was clearly pushed on Produce, i was not a big fan of her during her produce era (i liked Yujin most, but she was pushed as well), but it was so absurd how hated she was even during Produce days. Not being a big fan of a contestant on a audition show is something, hating a 15 year old girl is another thing. She's a shining star on IVE tho.

The only thing I disagree with in this video is something you said at the very end which was that IVE was better marketed than NewJeans and that's why they have the awards and not NewJeans but that's not true. The main factor as to why IVE outperformed NewJeans was simply because they've been around longer and have had chance to release multiple comebacks and grow a larger fanbase. I mean think about IVE at eleven era vs NewJeans now? I'd honestly say NewJeans would take most of the awards IVE won (not all). Otherwise 10/10 video.

Omg I'm the same with Spotify. My top artist was IVE and my top song was Love Dive, I listened to them more than I thought and they aren't even my ults.

The thing is that IVE is sweeping a little too many awards. Their success is undeniable and I absolutely love their music, but in a year where Gidle exists there is simply no way Ive would be sweeping everything at MAMAs and MMAs leaving Gidle nothing. Tomboy is the song with most PAKs in 2022 and they got NOTHING in popularity awards where records are the only measurement. During the first day of MAMAs they gave the consolation prize of "favorite new artist" given to groups who wouldn't be winning ROTY during the second day. This award was won by NMIXX, Le Sserafim, Kep1er and Ive. It was obvious New Jeans were supposed to win ROTY the following day, because they didn't win favorite new artist. But THEN the next day Ive also won ROTY on top of the consolation prize (which makes no sense), leaving New Jeans, a group who had more success in South Korea than Kep1er and NMIXX combined, with nothing. You can't see that and tell me someone didn't make some phone calls during that night to make sure Ive would win ROTY. There is a problem of privilege and fans are entitled to feel angry, especially Gidle's fans. Kakao is under investigation from what I know, kinda like Mnet went under investigation for the rigging scandal. Kakao didn't badmouth other groups to push Ive in the spotlight, they destroyed Soojin and Garam's careers (and potentially others) and they 100% could do it again. Other companies simply don't have that much influence on the media to do the same, not even Hybe does. While I do agree that fans need to realize that EVERY company does mediaplay, I think it's fair they are pissed about Kakao in particular. Also, it's a bit ironic to talk about how New Jeans are a group of minors in a video about Ive, a group who also debuted with many minors. And yes, I'm more worried about the real possibility of Kakao doing again what they did to Soojin and Garam than I'm worried about a poorly written statement by Ador. One is speculation of potential intentions behind a song, the other is huge company using their influence to target a 16 years old and eliminate competition.

tbh I don’t think IVE “cheated”, they’re just doing what most other groups do…

Thank god. Idk why i doubted you you literally had Afterlike on repeat lmfaooo

You got me with this title bestie!! Dont think I’ve commented before but I’ve been watching for a while and love your content 💕

For me as not a big IVE fan(I don't really like their music) I was not at all surprised they are doing so well and winning so many awards as they were the it thing of this year and I heard so many youtubers talking how hooked they are on Ive's songs, so it was only natural to me they were high on streams this year. I am also aware that their music appeals to many people. I respect Ive and I also think they were the least problematic gg of this year so yeah. Everything adds up and I just feel like Newjeans fans that are angry are the same toxic Armies hating on Monsta X for existing and being successful... Let's not forget many people skipped on Newjeans, because of their controversies. My spotify wrapped was mainly bgs tbh. Edit: I feel like the fans of new HYBE groups have this BTS legitimacy stamp that they use to make their group special for no reason. I love BTS and I like many of HYBE groups, but it is annoying to see people using the fact of being in the same company as some guarantee or a crown like HYBE is some kind of loyalty and only their groups can be valid, because of BTS's success. Like most of these gorups have next to nothing to do with BTS, so please just let them grow into themselves and don't throw BTS like an argument for anything, because while they are awesome and successful it isn't something you can use to belittle others. Like they would be ashamed if they saw that shitshow.

I really wasnt surprised at the awards IVE won in MAMA. It seemed well deserved to me. They've been doing so well recently, how could it be surprising?

hybe stans piss me off honestly

Its weird how every single k-pop stans reason to IVE’s success is KAKAO, like tell me when KAKAO has done a single favor to IVE without mentioning MelOn or MMA (even if you mentioned them, they wouldnt prove anything because KAKAO wouldnt rig their own platform) they literally topped every single chart, bagged 4 MAMA awards (and MNET had a feud with Starship Entertainment a few years back)

People just twisted every story to their liking. Now when Love Dive topped whatever chart, they'd say Kakao bought that chart. Yes, including Apple Music.

what you said about meghan markle is so so true. so many people parroting what the tabloids say without any critical thought is so frustrating when one actually watches the content and sees the media for what it is

I wasn't gonna take this seriously because of the title...I'm glad it's sarcastic

THE TITLE!!! You woke up and chose VIOLENCE!!! 🤩🤩🤩

Can I say something. This happens everytime. Let's see: 1. Certain group's stans couldn't accept the fact that boy group acts like Exo, BTS, Wanna One were receiving awards. Without realizing the fact that they were(and are still) huge. When Exo won SOTY with Growl, BTS started getting huge with HYYH era and winning their first Daesangs, people accused them for having privilege from Intl fans, Wanna One were monster rookies and were overhated. Yeah, this led to unnecessary fanwars and rumours. 2. Or when Twice won SOTYs three times in a row. As much I disagree that Signal didn't deserve SOTY at Mama, Cheer Up and What is Love were bops, and were popular all around the globe. Then came all these Lip syncing and Poor Performance allegations. 3. Aespa won awards in Mama with Next Level, and voila. Poor stage presence and lip syncing allegations came out of no where. No one cared before. Award shows are solely based on popularity. It doesn't award the deserved all the time. They are rigged. I knew something like this will happen to IVE. Each and every year a group will be used as a punching bag by the audience. Mama, MMA,etc. are just another shows to gain sponsers and extract cash from fans. Just like every other survival shows out there. They only follow the trends. Also, I despise Starship for the Produce cases, favoritism and mismanagement, it's not surprising to hear that they may have used shitty PR tactics to put down other groups. This happens even in my country. Agencies clash with one another to create false information about other actors and singers, fake PR relationships and sometimes even arrange anti fans to harass them online. This is a part of marketing. This happens every where and people are bashing Starship only because they have been caught. Do I think IVE deserves the backlash for it? No. Did they achieve a lot with charts and deserved awards? Yes. Should they be held accountable for posting negative articles about other groups? No.

ive been an entertainer my whole life, the first time i stepped on a stage was at 4 years old. i wish more people realized how corrupt the entertainment industry is overall; money is everything, it’s all about who you know. you could be the most talented, beautiful person in the world, and without the right connections “making it” in the industry can be extremely difficult. not impossible by any means, but much, MUCH more difficult. long story short, every company out there, korean or otherwise, is guilty of these actions. i hope though that through more people becoming aware of this, that the industry will eventually have no choice but to change. unfortunately the term “there is no ethical consumption under capitalism” extends everywhere, including the arts.

I really love how you present such topics. Literally so honest. Like although I find their marketing strategy to be terribly wicked (I'm referring especially to the Garam situation), I bet others do it too but I think it's still very not okay especially since they've been exposed. People have a right to be mad. Their fans can keep loving them but I don't think you should expect others to just remain silent because it's not okay and it hurt a lot of people. What IVE gets is sometimes unnecessary criticism not hate but what Garam got was mad hate. Kakao really overdid it

I’m so confused because everyone wanted Love Dive to be SOTY and now everyone is mad like,,??? People were saying that New Jeans deserved it more, but they didn’t stand a chance only because their debut was so late in the year. Love Dive was released in the first half of the year which gave the song time to stay on the charts. New Jeans’ debut EP was released in late July. IVE had a 4.5 month advantage. New Jeans didn’t have enough time on the charts to beat IVE. I do agree that New Jeans’ music is better than IVE’s in my personal opinion, but people shouldn’t act like IVE didn’t deserve the awards they got because they did. Idk why everyone is pressed all of a sudden💀

Every time award season comes around, I am reminded why I stopped interacting with kpop fans... The discourse around cheating allegations and who should have won certain awards makes my brain explode, and I am so glad I'm not wasting my energy fighting on Twitter about this crap. IVE will keep slaying and I will keep minding my own business lol

I just know this is going to be about Reverse marketing and all the mess kakao and starship created.

Louder!! No company in kpop is 100% pure. Some are just better at hiding it.

this is gonna be juicy... hope you weren't too rough here so the ive stans don't attack you

girli these titles are so nail biting now days

Love this video, but slight correction: it's not so much that we're not being taught how to be "free-thinkers" or to think critically. We are, but in a toxically subversive way, like when right-wing pundits dish out anti-vax talking points and end it with "I'm just asking questions" or "do your own research." They know their audiences won't, but they use that language to not only give their listeners ammo to argue against you, but to taint the phrase so much that it no longer has any real meaning.

The title of the video almost made my blood pressure skyrocket (you got me there)🤪 i’m a dive and i love how you talk about these topics without pulling any punches. Keep it up ☺️🤙

ugh i just love your take on things, your thought process is a delight to hear

kakao may have cheated but LOVE DIVE is literally that it girl song, cmon it beats all those noisy stuff released these past years, and am looking at jyp’s mess rn

the hate ive is getting is crazy

Okay, but why are so many people placing the blame on the girls themselves?? As if they have any say in what their companies do???

Mx is anything but privileged. I wish they were privileged af bc let me tell you if they were under hybe they’d be ridiculously bigger than they are atm And starship isn’t the only company doing this 💩 indeed. I mean who tf cares atp? It’s just smth every *big* company is doing. It’s kakao’s fault not ive’s. 🙄 Good video as usual. Love your explanations loads ❤️

Nobody can deny IVE's songs are a BOP. New Jeans may be the only competition they have for now.

1. The lawsuit is for copyright infringement. The Facebook page copied PREEXISTING ARTICLES… no rumors was STARTED by this page nor was it selective in the news released 2. How Starship was mentioned at all, I have no f*cking clue

Hey Cheryl, since you are gonna talk about Jinni tomorrow, can you mention as well the awful articles that are being made about Jiwoo's weight and Kyujin's visuals? The media really took this opportunity to bring Nmixx down and is so sad...

I just realized that the only reason yg is relevant is because of overly dedicated blinks who stream blackpinks music constantly. Yes, blackpink is a good group, but their fame wouldn't originally be anywhere near what it is now, without their overwhelming stans. Their songs are generic, concept stays the same with every release, they've been doing the same thing for years now. I have a feeling that maybe the girls have had trouble performing because they're tired of doing the same thing. Maybe they feel like they aren't in control of what makes them idols. I'm sure they enjoy their work, but theirs little creativity they are able to express. Sorry, I know this doesn't fit with the video but it just came to mind.

Also, we literally know of S**M to have the power to allegedly blacklist people from the industry ( music shows and so on... ) so let that sink in when you think K***kao is the only company who does this. This happens everywhere, in the west too. So let the music speak, and IVE’s music ABSOLUTELY did this year. As for the Produce and how Starship allegedly pushed for Wonyoung to be in IZ’ONE, when the X1 scandal happened it was revealed that one of the idols who was supposed to be in the group was Jungmo who is in Cravity, a Starship group, so don’t believe all claims of cheating just because some are maybe true. Why would they not do the same with him as well if they can make such calls?

This reminds me of the whole Kang Daniel vs EXO-L and Army. When Kang Daniel won that award, I remember him getting so much hate from Army and EXO-L saying things like "who even is he?" Or "I've never heard of him so how did he even win. It must have been rigged". Like bffr, the entire KPOP industry doesn't revolve around you and your faves. Just because you've never heard of him doesn't mean he is unpopular. He is literally called the 'Nation Centre' in South Korea. He is also the youngest CEO in the KPOP industry. He and his fan have their own app, so he rarely ever posts on Twitter or Instagram unless it's a promotion. Also, he and his fandom are unproblematic, so maybe that's why you've never heard about him. 🤷‍♀️

Kakao got sued for copyright not slander and the Facebook account that had rumours about other groups also had bad rumours about IVE

Totally agree with you. One thing people often overlook is that award shows and entertainment industry in general are basically business and deals. Like it or not, it is what it is. However, I don't condone the part where they intentionally spreading malicious rumors to bring down the competitors. I mean, why can't they just write good articles to bring their artists names up without dragging others down

New jeans the group under the same label as bts? Okay that was something

It's wild people are ignoring the fact I'VE doesn't have a bad song. Their mini album is good and their songs never miss. Are the numbers rigged, yes. That doesn't magically make the music shit. Or change the fact their fanbase has doubled since the Love-Dive era. Their agency is shady, but their music is really good.

I mean it was bound to be either ive or gidle regardless even if it wasn't rigged so I don't get why people are so upset

I knew starship had lots of influence when I saw Monsta X getting all these huge collabs and appearances

I'm gonna pray for your well being, Cheryl.. something tells me it won't be in vain 🌝

I see no lies in the title, not that starship are the only ones doing this, but it seems they did it the most effectively considering, how idols like garam lost their careers over false articles, while IVE are conveniently the only squeaky clean 4th gen female idol's to Kakao, even when wonyoung gets tons of hate it turns out benefiting the group (although very disgusting and psychotic considering she's a 17 year old having to be the main cash cow of starship).

Monsta X has been in the industry for 7 years. If they don't deserve to win awards, then who does? Speak less, people.

You're gonna get roasted for the title alone without context by so many people xD Good material, nonetheless. Keep doing what You're doing, You're doing it right. :)

yeah i'm not surprised about new jeans stans shitting on ive i stan 3 of the groups who were nominated and tbh i have no problem with ive winning over my faves bc their music is really that good plus their fandom isn't really as toxic as some of these other fandoms from my experience so i don't feel salty yes i'm aware there's toxic dives but it just feels like most of the fandom just genuinely loves ive so bc of that i think ive deserve the awards whereas new jeans yeah the girls deserve too but the fandom no not at all

oh my god i was waiting for you to talk about this

Thanks for the independence message Cheryl! Love from Kenya 🇰🇪 you're a huge inspiration for my channel ❤️

also, yeah new jeans was pretty big this year, because of their DEBUT! ive has had 3 releases so far vs new jeans one (1), ofc ive is going to receive more and bigger awards, thats how it works most of the time with rookies :>

The only smearing campaign being too obvious right now is against IVE and also the members (wonyoung in particular ) with how they were attacked left and right, day and night, and how so many misinformation are being spread about the Kakao case, they really want to make it something about IVE . Imagine even watching 8 months old contents , just to witch hunt something trivial and turn it into negative articles all over the internet.

If starship could really manipulate the charts so much through Kakao why are would they only do it for ive? Why is cravity just being disregarded by Starship? I‘m sure there is some manipulation going on but I believe if starship had all this power, they would also promote their other „new“ group

Hating on Ive is just perpetuating abuse. If you have a problem with award shows, blame Melon, or Music Bank, or Soribada. The members of the groups have no control over any of that. I think we can all agree that companies are problematic, at best. Everyone engages in shady behavior because guess what? Under capitalism, horrible behavior is rewarded. I would love to see cyber-bullying come to an end and all of these tabloids go bankrupt. But until fans stop feeding their b.s. the circus will go on.

It's crazy how many of you obviously didn't watch the video. It's honestly too lunch to ask for a kpop stan to do their own research. Like I'll really fixing your fingers to type kakao is responsible for Soojin leaving Idle and believing it with your whole heart? The amount of situations kpop stans have added on makes it difficult for the right information to get out. I honestly appreciate everglow up being objective in this situation and I hope they'll be an update once the investigation is finalized.

About the Meghan Markle point, literally every time she does anything she is torn apart for it. I never minded her then all of a sudden It seemed like everyone and their mother hated her. The narrative quickly became she is a narcissist and a pathological liar and abusing Harry by alienating him from his family (when they left). Eventually I started thinking, wtf happened? I thought we liked her? My own mom doesn’t even like her and says she’s a narcissist. I asked “what has she ACTUALLY done??” Because I never found a reason to dislike her, especially not that much. The response I got was, “just watch (insert psychology youtube channel talking smack about Meghan here)”. I said I wasn’t interested and did my own research and at most I found nothing but petty responses, leaving me to believe she didn’t actually do or say anything wrong and the narrative in the media has chosen to demonize her, especially when her and Harry left the royal family. Since then, I take things with a grain of salt and dismiss most of it as gossip until there’s proof

not really related to the topic but your channel is a breath of fresh air in this toxic industry. i love how you’re not biased and see everything from different point of views instead of bashing

Good luck with this one Cheryl

this is off topic but i have like a video suggestion for you! maybe you should do like ¨problems kpop stans don't realise¨ or ¨nonproblematic things kpop think are problematic¨!

Girl your simile at 2:32 was absolutely hilarious I love it

The fans are gonna hunt you for this one, good luck 😭

I think you should change the title to “starship” rather than IVE because people who don’t watch the whole vid are gonna come for you, or you could put it in quotations because you don’t agree with it

ive slays

I know this is K-pop but something about IVE is just so glaringly manufactured. The company has tried to make them seem so perfect and flawless (they’re not) that it’s hard to sympathize, I guess. Their company treats/markets them like products so what do they expect from the consumers.

WOAH THE TITLE I THOUGHT THIS WAS A CLASSY PARTY

ok the title shocked me but i did get the context cause of the kakao thing

I was eating dinner and your notif popped up I was so excited lol

Their awards didn't surprise me, i mean they are successful and their music is good Honestely i don't look that much at twitter and k-twitter, yt and short are enough for me Anyway positive new aespa and RV getting a collab for a chrismas song that came out the 14th and i'm excited about this !

The title made me go WHAT OMG?! because I love IVE but I mean,,, it’s true, I just didn’t expect anyone to say it HAHAHA I should’ve known you would Cheryl! you’re always so outspoken uwu keep it up!!

OMG IM KENYAN lol i love your channel so it was sucha pleasant surprise to hear you say you live there

lmao i clicked as soon as i saw the notification the title really intrigued me

Kakao M owns a lot of entertainment companies, somebody tell me why they only pushed IVE lmao.