Earlier this evening, T-Mobile aired its third Super Bowl spot, this time aimed squarely at Verizon. Starring Kristen Schaal in a send-up of Fifty Shades of Grey, the ad tried to turn the pain of being on Verizon’s network into a BDSM relationship. It was weird. Of course, Verizon decided to clap back on Twitter, starting a pretty bizarre war of words.

Yes @Tmobile, we're into BDSM. Bigger coverage map, Devastating Speed, and Massive capacity. — Verizon (@verizon) February 6, 2017

I mean, that’s one way to put it. Of course, T-Mobile CEO John Legere couldn’t help but respond:

Verizon wouldn’t back down:

Unfortunately no one will hear your safe word if you're on @Tmobile. — Verizon (@verizon) February 6, 2017

But T-Mo is calling it for now:

Somebody please stop the madness.