It was only a few days ago that One Direction were accused of being a bunch of miserable so-and-sos at the American Music Awards when they failed to crack a smile, despite scooping three gongs.
Now a video has emerged of Liam Payne having his photo taken with a group of fans, which he does with all the efficiency and emotion involved in producing a German family car.
Just take a second to marvel at the speed and precision with which Liam makes his way through a series of selfies with One Direction fans in this Vine clip...
Grabs phone, assumes pose, (fake) smiles, takes pic, returns face to usual state (stressed), hands phone back... and repeat.
Can Liam's popstar life - and that of his bandmates - have become so bothersome that winning awards and adulation have become a bit of a chore?
If it's no fun, then well, what exactly is the point?