Not sure where to begin with this one, so I guess the facts will have to do.

On July 4, billionaire Facebook CEO Mark Zuckerberg posted a video to his Instagram account.

Here’s the videofor you to… enjoy?

Denial came quickly: Zuckerberg must just be trolling us, surely?

We’re all falling for it.

He’s got us.

(And he truly might.

It’s reaching"Zuckerberg with a face full of sunscreen" levels.

“I saw it, so now you have to see it too.

I’m sorry,“wrote one user.

Because what the hell is this?”

And “peak cringe,“probably sums it up.

Next, bargaining: What if this video is a deepfake?

What if this is simply a robot in the image of Mark Zuckerberg?

“These AI are getting too human like,“someone wrote.

Ultimately though, the stages of grief end in acceptance.

We’ve come to that place quickly.

If nothing else, Zuckerberg has mastered that board.

Happy Fourth of July!