Depending on what side of the fence you sit on re: hugs and personal space, you're going to feel one of two ways about this.

Both Seinfeld and Kesha were on the red carpet for the first-annual 'National Night of Laughter and Song' on Monday when the brutal incident went down in four stages.

First, Kesha interrupted Seinfeld mid-interview (never a wise move with a comic) and asked for a hug, which was denied.

Then she asked again. Denied.

And then she asked for "a little one" and Seinfeld jumped back with his third "no thanks".

And the final kick in the stones? Seinfeld still didn't even know who Kesha was after the incident.

As we said, brutal.