Either this is the sign of a clueless, self-absorbed multi-millionaire, or an absolutely genius marketing tactic.

In any case, a lot more people are now aware that Tom Daley has a new book coming out than they were yesterday - and it's all down to a simple YouTube video.

Daley posted two 'different' covers of his forthcoming book 'Tom's Daily Goals', asking people to choose between option A and option B.

The problem is... they both look almost exactly identical, aside from a miniscule difference in the colour of his t-shirt and the way he's holding the bowl. Not exactly Sophie's Choice.

Obviously, Twitter reacted as you might expect...