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...
ACTUALLY CANNOT BREATHE pic.twitter.com/cB8DzjfTKU
— GðŸ§œðŸÂ?¾â€Â?â™€ï¸Â? doria ragland stan (@oneofthosefaces) May 29, 2018
I NEED YOUR HELP to choose a cover for my new book, Tom's Daily Goals. You can vote here... https://t.co/l00KoIQetQ
— Tom Daley (@TomDaley1994) May 27, 2018
— Christopher Hooper (@TophHooperton) May 28, 2018
Chris the sheep. pic.twitter.com/AMz6p7oL7Q
— Liam Tulley (@liamtulley) May 29, 2018
Tom Daley's book cover vote options have made my day. pic.twitter.com/6zL5Er8vXf
— Joe Julians (@JoePJulians) May 29, 2018
Choosing between Tom Daleyâ€™s book cover options and now we all know how Sophie felt pic.twitter.com/j8X4QcfDzY
— Pauly (@pjwrench) May 29, 2018
Those Tom Daley book covers are like the â€˜magic eye picturesâ€™ from the â€˜90â€™s where I know thereâ€™s supposed to be something there but Iâ€™m just not seeing it.
— Baz (@bazlyons) May 29, 2018
Tom Daley is asking his fans to pick between these two potential covers for his new book and people are saying this is dumb because theyâ€™re basically identical but people are WRONG. His t-shirt isnâ€™t as irritatingly close to the â€œsâ€Â? in â€œstepsâ€Â? in A, so that should be the winner. pic.twitter.com/TYFfVfDZFC
— Paul Lang (@rudemrlang) May 28, 2018
Is Tom Daley a genius troll? It would explain so much.
— JÃ¡sÃ¶nâ€½ (@yaesohn) May 29, 2018
does any1 kno what option tom daley went for in the end x
— Ruby McGuire (@rubyalysmcguire) May 29, 2018