Just after midnight on May 31 (local time), United States President Donald Trump tweeted the nonsensical phrase "Despite the negative press covfefe" - and he will probably never live it down.
There was heavy speculation that Mr Trump was trying to spell 'coverage' and that he accidentally fired off the tweet too early.
It stayed online for six hours, vanishing shortly after 6am on Wednesday.
White House press secretary Sean Spicer tried to shut down all the chatter later that morning when he told reporters: "The President and a small group of people know exactly what he means".
So, what does he mean? It's clear that nobody has the answer except for the President and his posse, so we'll have to focus on another question.
How do you say covfefe?
After vigorous debate across US television networks, the majority of people seem to have opted for a silent 'v' and the pronunciation 'co-fayfay'.
But not everyone agrees:
The Associated Press, which has a well-respected style guide, unofficially opted for the pronunciation 'cuv-fey-fey'. It hasn't specified whether the 'v' is silent.