Remember a couple days ago when everyone was minding their business and didn’t have notifications on for Alix Earle whilst waiting (im)patiently for her response to Alex Cooper? Simpler times.

Now our feeds are being dominated by headlines about these two and their feud (even Brianna Chickenfry has entered the chat), to the point where there’s speculation that this is an elaborate PR stunt to help promote Alix’s new skincare line, Reale Actives, and Alex’s new show, Unwell Winter Games. But nope, apparently not!

Alex addressed speculation about the feud being a PR stunt in her statement about Brianna, which ended with a simple “And no, this is not a PR stunt.”

Meanwhile, Brianna also denied this rumor on TikTok, saying, “The people that are saying this Alex on Alix crime is like a fucking PR stunt, these are the same people that were saying that about Amanda and West, that it was an April Fool’s prank, like, please guys, get a brain cell.”

Alix, for her part, hasn’t said anything about the PR stunt rumors because, once again, she still hasn’t replied to Alex’s initial video! In said video (in case you missed it), Alex accused her of “passive aggressive reposts” and said, “There’s no NDA. No one is stopping you. Stop hiding behind other people and just say it yourself,” she said. “What’s the beef? ’Cause I’m really tired of waking up and seeing you using this fake drama to distract from other shit going online from you. Not interested. I know what happened, and so do you. So talk.”

Just here waiting!