Earlier this week, we reported that actress Emma Watson was being threatened with a nude photo leak as a result of a speech she recently gave at the United Nations.
The threats were posted on the photo-sharing site 4Chan, which had previously hosted stolen photos of Jennifer Lawrence, as well as the dozens of other female celebrities who were affected by the Hollywood hacking scandal.
Today, we learned that the whole thing was a carefully coordinated stunt by a company called Rantic Marketing.
The website EmmaYouAreNext.com - which had previously featured a clock counting down the seconds until Watson's hacked photos would be posted online - now simply redirects to Rantic's homepage.
Even more ridiculous than the capaign itself is Rantic's strategy for justifying its actions: