Super Bowl media day is often a bit of a circus - people dress up in fancy dress, athletes are paraded around like cattle at an auction and reporters ask really, really dumb questions.
But I think we've found the dumbest of all-time. As reported by Sam Farmer of the LA Times, this absolute doozy of a question dropped at the Super Bowl media day this afternoon.
So, Denver Broncos linebacker Shaun Phillips, do you consider this a "must-win game?"
I'm not really sure where you start with this one. I mean, what kind of context is required for that actually to make sense as a legitimate question on the eve of the NFL's showpiece event.
The Super Bowl, for those uninitiated, is effectively the grand final of the NFL season, the culmination of 17 weeks of hard graft, blood, sweat and tears plus a few bonus playoffs weeks that take gruelling to a whole new level.
So, yes, I guess you could consider the Super Bowl a must-win game.
But you know what, this level of bone-headedness was by no means an isolated case of a reporter gone rogue.
It's just what happens when you cram hundreds of reporters from over 20 countries in a big room and give them free reign to interview who they like.
And, if we're being honest, that's exactly how it should be - bone-headed questions or not.