With over one billion (yes, one billion) views, Justin Bieber's debut single Baby was, at one time, one of the most watched videos on YouTube.
And it's for that reason most of us can barely listen to it these days without losing the will to live.
From its repetitive chorus to Justin's chipmunk-sounding vocals, the vast majority of us would agree that the 2010 track is probably best confined to the past, but it looks like W magazine never got the memo.
Unearthing the lyrics for a segment with Kendall Jenner and Gigi Hadid, the magazine had the ladies perform the song in a move which forced most YouTube users to peace-out halfway through.
"I paused it as soon as they Gigi started singing to write this comment. I'm out," wrote one while another added: "They're both so unremarkable."
And the best one? The concerned YouTuber who asked: "Why does Kendall sound like Google Translation?"
Now in fairness, we probably could have done without this…