Ubisoft's startlingly sexual trailer for Wii and PS3 party game We Dare caught many of us unawares this week - and now we can add The Daily Mail, Keith Vaz MP and furious parents to that number.
The teaser (in every sense of the word) showed two consenting couples seemingly indulging in a bit of light partner-swapping titillation, helped along by the mini-games in Ubisoft's otherwise 'flirty' title.
It's perhaps little surprise, then, that the game's '12+' PEGI rating has caused a fair bit of uproar - especially in the gaming community's favourite newspaper.
Long seen as an 'enemy' of gaming, Leicester East MP Vaz at least showed a rare understanding of the wider market with his surprisingly sensible criticism.
He said: "The new 'We Dare' game has clearly been wrongly marked as a 12 plus. As a family friendly console, Wii must ensure that there are proper checks and a full consultation before games are graded for use by children. This game should not be released until these checks are made."
Outraged parents, however, were less restrained. Today's Daily Mail and Daily Telegraph quote Laura Pearson, 52, from Birmingham, who said: "I have a 13-year-old daughter and if I knew she was playing such a highly charged sexual game with boys, I would be appalled.
"It is encouraging under-age sex. The video pretty much shows them swapping partners, girl-on-girl kissing. That kind of thing is not something that young teenagers should be exposed to.
"Nintendo Wii's are family consoles popular among children and youngsters. This is totally inappropriate."
George Hardy, a 46-year-old father, said: "No wonder we have problems in society with unsafe sex and under-age sex when kids can get hold of games like this.
"This sort of computer game will only serve to fuel sexual tensions and, in a worse-case scenario, sexual touching or assault.
"Imagine a room of testerone-fuelled teenagers playing this, something could get out of hand. It sounds drastic but I could see it."
A PR headache for Ubisoft, then. But then again, what was the last run-of-the-mill party game to enjoy this level of publicity?
What's that? You want to watch the trailer again? Remind yourself it wasn't all a hallucination? Yeah. Us too.