The Texas Tech Red Raiders' heel turn, from lovable outsiders looking to shake up the system to the unquestioned villains of college football, has been equal parts staggering and entertaining.
The genesis of this villain arc is, of course, the Brendan Sorsby gambling saga that continues to unfold before our very eyes.
The university, its athletic department and anyone associated with it haven't done the Red Raiders and their quarterback any favors, either, with people like head coach Joey Maguire and billionaire booster Cody Campbell sounding off on the issue and only angering fans further.
Sensing this to be the case, Texas Tech's athletic department released a 21-minute video statement on Thursday evening to try and put out the flames from the Sorsby fallout, hoping to clear up any misconceptions from the ongoing case.
You can watch the video for yourself and draw your own conclusions, but it's safe to say fans across social media are rejecting this statement and taking every opportunity to dunk on the Red Raiders while they are at it.
The comments section is filled with college football fans from all over the country calling the university's athletic department a bunch of clowns and hypocrites, but one Big 12 rival, the TCU Horned Frogs, put out a statement of their own in response to Tech's video.
Absolute savagery.
The didn't quote the original post or even tag Texas Tech in their response, but given the timing of their post, everyone and their mother knew exactly what TCU was referring to.
Kudos to whoever runs their social media account, because I'm sure Horned Frog fans were thinking exactly what the admin was saying here.
Even fans of rival programs in the state and conference were giving TCU their props for their dig at the big bad bullies of the Big 12.
TEXAS TECH MEGABOOSTER CLAIMS BIG 12 RIVALS WANT TO BOYCOTT GAMES BECAUSE THEY FEAR BRENDAN SORSBY
I have to say, I love this. All of it.
Texas Tech morphing from plucky underdog to college football antagonist in less than a season is exactly what the sport needs.
College football was in desperate need of a new villain after the infighting between the SEC and Big Ten had gotten stale.
ZERO BS. JUST DAKICH. TAKE THE DON'T @ ME PODCAST ON THE ROAD. DOWNLOAD NOW!
Obviously, whatever demons Sorsby is battling, college football fans can and should hope he gets the help he needs.
But at the same time, it's nice to see rivals taking shots at each other on social media in the summer.
When the Horned Frogs travel to Lubbock for rivalry week, you had better believe both fanbases will be foaming at the mouth ready to exact some revenge on the field.
Is it September yet?