The Chiam train has been gaining momentum ever since the news that Liam Payne and Cheryl Fernandez-Versini have been secretly dating since December broke on Saturday morning (no lie in for us, then - thanks guys).
HOWEVER, one person standing on the tracks holding up a big ol' STOP sign is 'publicity specialist' Mark Borkowski - who has written an article for The Independent claiming that the relationship is all a massive publicity stunt.
Rumours of a One Direction member stunting? How novel. How new. How something-never-seen-before. Ahem.
ANYWAY yes: Borkowski reckons Chiam is nothing but an agreement brokered between Liam and Cheryl's respective PRs, claiming that the subtle instagram hints are carefully planned moves on the chessboard of life. Or fake life?
Referring to the the 'matching' rose tattoos and Liam's already infamous instagram profile pic, he warns: "These not-so-subtle hints at their attachment have PR tattooed all over them."
Adding: "While it's easy to be tricked by their somewhat modest announcement over social media, we shouldn't be fooled by the tentative steps they took before making it official."
Borkowski also compares the 'deal' to a 'corporate merger', adding: "As someone who has worked in the publicity game for more than 30 years, and witnessed many showbiz relationships, I can tell you this: the amount of wrangling that likely took place between each side's people would make most corporate mergers look like a casual fling".
Now call us naive - or perhaps just hopeless romantics - but we really don't want to believe that Liam and Cheryl are anything but in love, and all kinds of happy.
Borkowski has a more cynical view of the world, claiming that "PRs will push their star clients to the point of breaking and beyond", when it comes to fame.
What do you make of all this though? Let us know with a tweet over @Sugarscape, and read Mark Borkowski's full article for the Independent here.