Last night it all kicked off over a post-workout selfie shared by Khloé Kardashian on Instagram, after a load of her followers spotted a tell tale warped door frame, indicating that the pic had been edited.
Khloé was quick to admit that, yes, she had touched up the photo before posting it - slamming those who called her out as 'petty'.
"If only hatin burned calories how dope yall would be. Too bad it doesn't. Here's the OG shot. The petty movement ain't cute. Oh and I almost forgot.... Namaste," she wrote.
OK so in some ways it's a tiny thing. After deleting the pic and sharing the original, it's clear to see that she made very few changes, basically just smoothing out her thigh.
HOWEVER. Here's why it's not petty Khloé - and it's important.
By editing your body - especially something so ridiculously insignificant - all you're doing is reinforcing the unattainable beauty standards women are held to (by both themselves and others), and normalising the idea that there is a 'perfect' and 'ideal' way to look.
You and your family have millions of fans - many of them young women - who will grow up feeling inadequate because they can't reach the impossible standards you are helping to set.
Yes, being fit is great. Yes, you look amazing. But perpetuating the idea that even the tiniest flaw is unacceptable isn't just sad, it's dangerous.
One edited pic might not seem like a lot in the grand scheme of things - but that's just it, there is a bigger picture. The stricter and more rigid these idealised beauty standards become, the more we will all feel as though we have to fit them.
So 'petty'? Not really.