Kris Jenner and Bruce Jenner announced their separation yesterday.
But there will be no divorce, both sides have made clear. The couple will remain legally married and also remain close to their children.
So, many are now wondering, what was the point of the announcement? It's been no secret that Bruce and Kris have been mostly living apart for months now. Why go public and make some big deal of it?
Unless there's a publicity-based reason for the confirmation.
Insiders tell TMZ that Bruce filmed scenes for Keeping Up with the Kardashians yesterday, not long after the separation statement went out.
These same sources also say Season 9 is still very much a go and that the state of Bruce and Kris' relationship will be used as a major storyline.
When asked for his reaction to the split yesterday, Bruce cursed off a cameraman, meaning he won't exactly be going on record with his side any time soon.
This gives us no choice but to question and speculate: Could this be nothing more than a ratings ploy by the family?
Are you surprised by the Jenner marriage falling apart?