From their trash talk during a flag football game, to a slap incident at Fanatics Fest, to a middle finger-off at the World Cup, Tom Brady and Logan Paul are doing everything they can to stir up some kind of rivalry.
The question, of course, is why?
Why is Brady, one of the most accomplished athletes in the history of the United States, stopping to Logan Paul's level? Paul has been successful, of course, through social media and wrestling. But to see Brady, a six-time Super Bowl champion, involving himself in some clearly staged "feud" with a glorified YouTuber, is strange and odd.
Longtime NFL insider Mike Florio is among those urging Brady to "stay away" from Paul and the WWE - and maybe Fanatics founder Michael Rubin.
"Tom Brady keeps moving toward a WWE 'fight' with Logan Paul. Someone needs to tell Brady to stop it," Florio wrote on Pro Football Talk on Sunday evening.
What is Brady thinking right now?
Florio believes that Brady is "better than this," but maybe he's really not.
"While we fully support the slapping of Logan Paul, Brady is better than this. It’s beneath him to be dicking around with some goofy WWE storyline so that he can have a one-day, live-action fantasy camp at Wrestlepalooza or whatever they call one of the various events that are now hyped relentlessly by ESPN throughout the year," Florio wrote.
"I loved pro wrestling at one point in my life. My dad used to take me to the matches when they came to the venue in our town. And I’d get pissed when he told me it was fake, even though I sensed that grown men didn’t fight by stomping a foot on the mat every time they landed a punch with no follow-through of any kind."
Brady, who is worth hundreds of millions, certainly doesn't need to be doing this.
"If no one else will do it, we will. Tommy, you don’t need to do this. You own a piece of the Raiders. You make $37.5 million per year with Fox. You’ve been immortalized in bronze at Gillette Stadium, even though you’re still very much alive," Florio added.
But maybe Brady just likes it?
Still, it's odd to see.