A video surfacing from last night's Charlotte Hornets - Sacramento Kings game shows one female fan finding out the hard way that taking your eye off the ball can have serious consequences.
Eye off the ball
Taking her attention off the action to check out the cellphone of who we presume is her daughter, the woman in question was blissfully unaware of her impending doom as a deflected pass flew at pace - a collision cause set straight for her face.
Be warned, the impact wasn't pretty but reports did confirm no serous injuries were inflicted. As such, you can watch the replay (complete with several slow-motion, zoomed in angles) free of guilt.
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Sitting just two rows from the court there was little time for the man sitting to her right to rescue the situation, there was though time for the basketball to pick up serious speed as it flew of a Kings player.
We did warn you! Glasses and jawlines heading in opposite directions is never a positive.
We aren't sure who is to blame here. The woman for not paying attention? The woman distracting her with whatever is on her phone? Or the man and his lacklustre attempt to block the ball? Or perhaps the game being played out between two middling NBA teams.
All's well that ends well
After watching the brutal moment above, you may be surprised to hear that the fan in question was actually seen laughing later on in the game - staying to watch the remainder of the contest as the Kings won out 113-106.
She was left with a bloodied nose but, after collecting a few tissues from arena staff, it looks like all's well that ends well.
There is though a lesson to be learnt here amongst the chaos. Take your eyes off the fast-paced, competitive action off the NBA at your peril.
What do you think NBA fans? Have you ever seen a more brutal hit taken by a fan? If so let us know in the comments section below...