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The internet collectively went nuts last week when a particular photo of Justin Bieber surfaced. YOU KNOW THE ONE. And no, it wasn’t a shot of him and Selena Gomez reconciling – it was just him, eating a burrito sideways. But that alone launched a million tweets, reposts, stories and broadcasts, questioning his sanity and expressing deep concern for his inability to eat this particular food the way it was intended.

Even other celebs couldn't resist commenting on Burritogate.

 

Excellent form. #CommentsByCelebs

A post shared by @ commentsbycelebs on

As it turns out, we had nothing to fear, because that is not Justin Bieber and we were all trolled.

The viral photo was staged by a group of YouTuber content creators YesTheory, the same people responsible for convincing Will Smith to bungee jump out of a helicopter for his 50th birthday. This particular shenanigan started when the group found Canadian Brad Sousa, a dead ringer for Bieber, and they decided to work him into a plan to show the world that they could orchestrate a viral image and fool the internet.

The basis of their viral shot was deceptively simple: Bieber doing unusual things in public. As shown in the making-of video, the initial brainstorm included having Biebs eating a Kit Kat from the side and eating a taco from the top, but they finally landed on eating a burrito sideways – still so wrong! – and having him walk an old lady across the road.

After picking up Sousa from the airport, making sure he looked *just* like the current, slightly scragglier version of Bieber, they staged the burrito pic. They then went about seeding it to every news outlet, celeb site and blog, but it was Reddit that proved to be the place where users got real fired up, specifically a sub-Reddit called, fittingly, mildlyinfuriating.

No one initially questioned whether the burrito-eater was actually Bieber, but everyone agreed on one thing: you don't eat it THAT way. By the next day, major outlets like Paper Mag, Vanity Fair, the BBC, and yes, etalk, were picking up the story, confused and sometimes angered by Bieber's apparent snacking methods.

Hats off to you YesTheory and thank you for a momentary welcome distraction from the constant flurry of bad news. What could be the next silly distraction from this band of merry pranksters? A shot of Taylor Swift eating ice cream from the bottom up? Or maybe a video of Ryan Gosling sky diving? Only time will tell but we are now on *high* alert.