Despite his long-run of backstabbing, murder and greed, fans were hoping being imprisoned and dismembered by Ramsay Bolton was the start of a long road of repentance for Iron-born Theon Greyjoy.
After helping Sansa escape Winterfell at great personal risk and stepping aside his claim to the Salt Throne to support his sister Yara, it looked like the days of his treachery and his traumatised alias 'Reek' were over.
Instead they were left disappointed in the latest episode when faced, with certain death or the soft cushioning of the sea, Theon leapt overboard leaving Yara to the clutches of her Uncle Euron.
But before you start thinking the show is setting out to disappoint you for the sake of it, one of the producers D.B Weiss has explained exactly why Theon made the call, and there's more to it than you might think.
"We maybe fooled ourselves into thinking that Theon was out of the woods on his whole Reek experience, but as we were writing that scene, we realised that this is something that you just don't get over something like that. That's going to be a part of him for the rest of his life. This is a place (Euron's ship) that triggers the worst parts of that experience."
"He sees people doing the same type of things that Ramsay used to do to him, and he sees Euron's pure psycho glee about this whole thing. When Theon jumps overboard, that laugh from Euron is the character's encapsulation in one shot."
Still, you can't help but think there's a flash of "bugger" on his face as he bobs around treading water.
See the full video with cast interviews surrounding the episode below: