Ok, this looks bad. TIME magazine recently released its latest cover (Vol. 186 No. 6) and cover story this week of the growing prominence of VR. The publication took a shot of Palmer Luckey, creator of Oculus Rift, using his creation in the backdrop of a beach looking awkward and barefoot.

Now, Luckey loves the casual look. Awkward VR use isn’t new, and Luckey’s barefoot-showing attire isn’t either, as he shows up in public and profession outings with his feet out in the open.

What is new is the completely ridiculous TIME cover of him taking both his foot comfort and goofy VR photos up to 11. While the content of the writing is subject to some out of touch and incredulous speak nowadays, the incredible amount of parodies and photo-editing use the internet got out of the cover is blissful. Soak it in, folks.

The initial reactions:

Did @TIME just kill VR with this cover photo? pic.twitter.com/fknnhCj6qD — Noodlecake Games (@NoodlecakeGames) August 6, 2015

This TIME cover is the worst PR that virtual reality could ever have. Everyone involved is fired. pic.twitter.com/o0Ph7L28xA — George Broussard (@georgeb3dr) August 6, 2015

Then the majestic photoshops:

Then the pop culture references:

I… had… the time of my life pic.twitter.com/7ptZsru3s8 — I have an ant head (@joffeorama) August 6, 2015

Then the TIME-exclusive wave six Amiibo was confirmed:

The Palmer Luckey amiibo looks pretty dope pic.twitter.com/NJIk1VzqRn — Dalibor (@DaliDimovski) August 6, 2015

Then Some tried to make sense of the cover with perspective:

That TIME cover is just upholding a long VR tradition of making people look like doofuses for no reason. pic.twitter.com/5SdbJYKDB7 — Chris Person (@Papapishu) August 6, 2015

VR is going to look dorky to an observer. There is no way around that. Embrace it. — Scott Nichols (@Duckols) August 6, 2015

Then the only logical reasoning for the photo:

Then the shameless self-promotions:

The @TIME cover with Palmer Luckey is amazing and really, really odd. So we photochopped it: http://t.co/EnvsNqnJ7Vpic.twitter.com/KuZqywjasg — Jessica L. Conditt (@JessConditt) August 6, 2015

Then, oh, come on now.

I let this stand on its own pic.twitter.com/nrIFuGBjLh — Dr. GAK (@GAK) August 6, 2015