Someone with money to burn bid almost $100,000 on eBay for a Cheeto that looks like a gorilla, specifically, Harambe.
The Cheeto was sold early Tuesday morning for $99,900 from Burbank, Calif.
The seller said he found the Cheeto in an ordinary bag of Flamin' Hot Cheetos and began the bidding at $11.99 on Jan. 28.
Here's the photo placed side-by-side to draw the comparison.
Sports Twitter jumped on the new meme opportunity.
Tracking the auction made some observers lose their minds.
Others were ecstatic.
The Associated Press contributed to this report.