By If you thought resuscitating your Facebook page to tell your 342 friends that you finally passed your driving test was impressive, you ain't seen what 'Ye does.
Nobody does a rogue return to social media quite like Kanye West, who on Valentine's Day this year posted a photograph of his lazy minimalist card to Kim followed by 54 images of various loved-up couples from decades gone by. Seven hours and counting of non-stop content - only to then delete his account the following day.
"Be more *disruptive* Kanye, the kids want stuff that disappears," a Santa Monica-based brand consultant (possibly) told him via a Skype link to the Kardashian-West pool house.
And what, we ask, could be more #millennial than claiming your incoherent ramblings on Twitter are a book, being written in real time, because you don't want to lose creative control to a publisher?
Kanye returned to his Twitter account a few days ago, first to show off some tattoo 'designs' for his neck that his friend Gosha Rubchinskiy had made for him - seemingly by using the pre-made font Art Dystopia.
Kanye has since gone on a rant to rival the length of the Odyssey covering everything from creativity to digital detoxes to friendship and truth. Deep.
Our favourite at the time of writing - for who knows what we're yet to be treated to - is the revelation that this incessant vapid prattling is "my book that I'm writing in real time."
Because if we're being honest with ourselves, aren't all tweets just really, really, really small books?
