Hold the front page (yes, seriously), some people on a programme about making cakes have fallen out over a baked Alaska sending the media into a silly season induced frenzy.
If you missed the incident, what appears to have happened is an evil old woman (who may or may not actually be evil) sabotaged another contestant's pudding on cake-based reality TV show The Great British Bake Off.
The woman in question has criticised the BBC for 'stitching her up' in the edit - giving the BBC its best read story on Thursday (beating even the revelation that Hello Kitty isn't really a cat - who knew?).
And now hundreds of people with way too much time on their hands have written to the BBC complaining about the fact their lives are an empty shell of echoing loneliness, or something or other.
Some of those complaining are even demanding the BBC invents a time machine in order to reinstate the wronged contestant in time for next week's episode which was filmed weeks ago.
And now The Sun has put the story on its front page while simultaneously pointing out it's a massive non-story (yes, seriously).
Meanwhile, over at The Guardian's offices it looks like all leave is cancelled in order to give this story the around-the-clock, in-depth coverage it deserves, as the below screengrab shows...