A ruthless United States have put 13 goals past Thailand in their opening World Cup match in France.
The defending champions looked intent from the outset to run up a big a score as possible. with a heavyweight clash with Sweden on the horizon - a side they have failed to beat in their last three-encounters.
Coach Jill Anne Ellis signalled her side's aggressive gameplan by playing just three players at the back, with five up front and two in the midfield. And it paid off, with Thailand lucky to escape halftime with just a three-goal deficit.
But their goal celebrations have been described as 'disgusting' by Canadian football pundits.
Social media let rip on the US team for reacting to every goal like they had just claimed World Cup gold.
"I just think they could have won with some humility and grace, and they just couldn't manage to do that," former Canada player Clare Rustad said on TSN’s broadcast.
"Celebrating goals later in the game like this is just completely unnecessary. What is this?"
Rustad’s former colleague Kaylyn Kyle didn’t hold back either, blasting the US players' professionalism on the biggest stage.
"They're the No.1 team in the world and for me, I'm disgusted, honestly," she said.
"You’re going up against a team that’s first time in the World Cup, they're just happy to be there. Celebrate, I get it.
"But these people counting their goals, I'm embarrassed. I was a female professional athlete; there's kids watching this and to be celebrating when it's eight, nine, 10."
Alex Morgan scored the first of five goals on the 12-minute mark to open the US' account. Rose Lavelle doubled the lead eight minutes later, before Samantha Mewis finished a set-piece with a thunderbolt from inside the box.
By the end of the carnage, Lavelle and Mewis had two goals, while Carli Lloyd, Lindsey Horan, Megan Rapinoe and Mallory Pugh had one each to follow Morgan's five-goal haul.
The dismantling of Thailand came just two days after hosts France thrashed South Korea 4-0 in the opening game of the tournament.
The French form part of a five-pronged European assault on the tournament, that includes other top-ranked sides England, Germany, Netherlands and Sweden.
Europe has had an eight-year drought of success at the tournament, won by the US and Japan in 2015 and 2011 receptively.
The Americans have been repeatedly asked questions in the lead-up to the Thailand game about their credentials compared to those of the European heavyweights – this was their response.
The 13-0 score was the largest victory in a World Cup history.
The US head to Paris next to take on Chile who lost to Sweden in their opening game.
New Zealand's Football Ferns were agonisingly beaten by one of the pre-tournament favourites, the Netherlands, 1-0 in their opening game on Wednesday (NZT).