A LOT of people seemed to have been horrified by that footage showing Solange Knowles trying to kick her brother-in-law in the pills.
If they weren't actually disturbed by that CCTV footage taken from the elevator, they certainly did a good job of feigning it.
I read more than one story this week that described it as the "footage that shook the world" - perhaps more than a bit of an overstatement for what boils down to basic sibling rivalry.
Who really knows why Solange went off at Jay Z? Who really cares?
Lots of us, as it turns out.
The celebrity rags always love a good celebrity fight, and the fact that this one involved the sister of the biggest female pop star in the world - as well as the husband of said pop star - made it explosive.
Which leads me to wonder, how many people are now suddenly interested in finding out all about this feisty Solange Knowles character?
Up until this story popped up, I didn't realise Beyonce had a younger sister who sang.
Now I do.
As a matter of fact, as I was lickin' my fingers clean while enjoying a burger and a beer at a restaurant the other night, guess who should pop up on the telly?
I couldn't tell you what the song was called and, to be honest, it didn't sound all that good - but since when has the quality of the music mattered anyway?
Something tells me all this publicity can't be bad for Solange - who interestingly doesn't use her well-known surname on the stage.
She's got a name that sounds like something you would cough up during a jog on a cold, misty morning but, more importantly, she now has a badass image.
Perhaps having a crack at Jay Z's plums will turn out to be the best career move she ever made.