Oklahoma City Thunder superstar Kevin Durant notched his 41st consecutive game with 25 points or more on Sunday night - breaking Michael Jordan's record in the process.
Such an achievement - which came during the Thunder's surprise 122-115 defeat to the Phoenix Suns at US Airways Center - is a truly remarkable feat from this season's outstanding and most deserving MVP candidate, yet Durant himself didn't appear particularly proud or excited by such a landmark.
"I don't really care about it (the streak). I can't wait until it's over," he was quoted by ESPN.
Famed for his humility and humble nature, it could be that Durant just wants to avoid indulging on the kind of ego trip that inevitably comes with being associated with arguably the greatest player ever to pick up a basketball and grace an NBA court.
Or it could be that Durant's apparent unwillingness to show happiness at setting this formidable record is rooted in the fact that the Thunder lost the two games in which he equalled and then ultimately surpassed Jordan.
Although the Thunder remain second in the Western Conference with just six games left of the regular season, defeats to possible playoff opponents at this stage can often come as a significant blow to morale.
And with the San Antonio Spurs - who actually lost to the Thunder last week - having recently underlined their own championship credentials with a franchise-record 19-game winning streak, the Thunder need to get themselves back on track to avoid a repeat of their surprise series defeat to the Memphis Grizzles in last year's conference semi-finals.
Next up for the Thunder - and potentially game 42 of Durant's incredible run - is a trip to face the lottery-bound Sacramento Kings on Tuesday night.
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