Keeping Up With the Kardashians has been making less of a ratings splash than ever before, despite the family being more ubiquitous.
Hmm. Is it despite, or because of that very fact? Or simply due to the show going on ELEVEN seasons of unabashed nonsense on E!?
It's hard to imagine E! without Keeping Up, but also hard to dispute that the $100 million franchise has lost some of its luster of late.
Insiders surmise that Kris Jenner's constant fakery is starting to wear on fans, fewer and fewer of which tuning in each week to watch.
The momager, Kylie and Kendall Jenner, Kim Kardashian and even Caitlyn Jenner have been caught fabricating scenes for the show.
As reality TV goes, this is hardly news, but when their lives play out on social media anyway, fans notice it - and have a lower tolerance.
Why even bother tuning in if you already know what happened ... and know that what happened is not necessarily what you're watching?
Whatever the reason(s), the third episode of the show this season was the lowest-rated so far, with only 1.893 million viewers tuning in.
That was a drop from the previous week of 2.053 million viewers - not exactly a robust sum in itself - according to the Nielsen ratings.
Even if you include fans who watch Keeping Up with the Kardashians online, the total is still far less than it has been in recent years.
The much-hyped Season 11 premiere was a ratings loser, too, pulling in only 2.311 million viewers for the lowest-ever KUWTK debut.
Since then, the slow decline has continued unabated.
No wonder executive producer Kris wants to cash in on Justin Bieber and Kourtney Kardashian pawing one another as 2016 nears.