There's a growing consensus, primarily amongst millennials who grew up watching Football Italia on Channel 4 and pulling Alice bands over their French crops, that diving is simply a part of the modern game, and that a skilled tumbler should be applauded, rather than scorned.
Obviously we disagree, but in these topsy-turvy times anything can catch on – and it seems to have already spread to the crowds of Brazil, who are putting on their very own Platoon-esque theatrics.
During Corinthians' 2-0 victory over Universidad de Chile on Wednesday night, a fan tried to return the ball to play as it went out for a throw in, but was shoved away by an opposition player.
It's not the first time that a non-player has made the most of a challenge. Remember Eden Hazard's cheeky kick at a Swansea ball boy a few years back?
Revenge is sweet.