Martin Shkreli, the pharmaceutical executive who raised the cost of HIV medication by 5,556 per cent, is cashing in on his reputation by offering you the chance to punch him in the face.

Shkreli announced on Twitter Monday that he would auction one slap or punch to the highest bidder, in an effort to raise money for his late friend’s son, who has cancer.

I will auction one slap/punch in the face to benefit my friend Mike who passed away & leaves behind a young son who survived cancer. DM bids — Martin Shkreli (@MartinShkreli) September 26, 2016

@MartinShkreli Always raising prices. I'd punch you for free. Let's talk. Also, sorry about your friend. — Sam Pierstorff (@sampierstorff) September 26, 2016

If there was a championship for the most punchable face in the world, Martin Shkreli would sweep that shit every year. — Daniel Carter (@DCeezle) September 1, 2016

Shkreli, who has been described as “punchable” in the past, is great at getting attention, usually negative. And what better way to stir up his haters than by offering them what they’ve likely dreamed of for some time.

.@MartinShkreli I would do anything to punch you in the face. Any amount of money is totally worth it — John Means (@MeanzyF) September 26, 2016

@MartinShkreli with all the haters you have, I'm expecting at least a million — Cerra (@JeepZJ58) September 26, 2016

I'm watching part of an interview with Martin Shkreli about the price of epipens. I want to punch him so bad. — Chrissy (@gonyr24) August 24, 2016

According to Shkreli, he will allow the hit to be filmed, and bidders can make offers on behalf of someone else, like Mike Tyson.

@dfreamon@asherahresearch as long as the money comes in and they'll throw the punch, yes — Martin Shkreli (@MartinShkreli) September 26, 2016

@MartinShkreli Sooooo...@pattonoswalt? Maybe donate so a professional fighter can hit him? — Joe Souza (@RealJoeSouza) September 26, 2016

The executive said the highest bids so far were $78,000 and $25,500, and has offered to match the donations, but only up to a point.

So far the two highest bidders to punch or slap me in the face are for $78,000 and $25,500. Let me know! — Martin Shkreli (@MartinShkreli) September 26, 2016

@MartinShkreli your awesome. You know how the media has vilified you so you use that fabricated disdain to make money for a good cause. — Bulletproof (@Bowstaa) September 26, 2016

@MartinShkreli@ariarmstrong I will bid half the price of an Epi-Pen. — Russ Johnson (@RussJohnsonMD) September 26, 2016

One Twitter user pointed out that the businessman could just make the donations himself without “demanding publicity in return.”

@MartinShkreli@fark Or you could just donate without demanding publicity in return. — susanelizabeth (@Imfrommichigan) September 26, 2016

When a rich sociopath chooses bidding off a punch in his face over just donating money, he's clearly into S&M...https://t.co/N87C5X7ThV — Yankeesfan66 (@Rangersfan66) September 26, 2016

Shkreli’s friend Mike Kulich did PR for the controversial former CEO and passed away on Saturday. Shkreli noted that his late friend would have appreciated his latest PR stunt.