Reggie Fils-Aimé is retiring as president and COO of Nintendo of America, Nintendo announced Thursday, and Doug Bowser is taking over.

Yes, his last name is Bowser. Yes, people are making jokes about it.

Bowser on his first day as president of Nintendo of America pic.twitter.com/hGrvNSMOna — Rhiwion (@rhiwion) February 21, 2019

Bowser, who was previously Nintendo of America's senior vice president of sales and marketing, is stepping into big shoes. Fils-Aimé filled that role for 13 years, quickly becoming a much-beloved face of the company in the West.

Nintendo fans, Reggie has a message for all of you. Please take a look. pic.twitter.com/EAhaEl5oEJ — Nintendo of America (@NintendoAmerica) February 21, 2019

There's a lot of people online that are both surprised to hear that Bowser's last name is actually Bowser and they're reacting with appropriate humor.

OOOO SHIT BOWSER IS TAKING OVER FOR REGGIE THIS IS NOT A DRILL BOWSER, KING OF THE KOOPAS, IS THE NEW HEAD OF NINTENDO OF AMERICA https://t.co/uiys6wJ6sD — GrandPOObear (@GrandPOOBear) February 21, 2019

Some people are having a hard time believing he didn't change his name to curry favor with Nintendo.

conspiracy theory: doug bowser was a mail room guy who legally changed his name, walked in to a corporate meeting, and was instantly awarded an executive position — merritt k (@merrittk) February 21, 2019

The jokes are so obvious that they grew a little old before they even had a chance to get off the ground, but it's still a funny coincidence.

It's the first day of knowing that Nintendo of America's new president's name is Doug Bowser, and the jokes are old already.



Also it's not funny for the NoA employees who now have to search the building to find the stars to unlock his office door when they need to talk to him — supergreatfriend (@supergreatfrien) February 21, 2019

Bowser is, obviously, aware that his name sets off alarm bells. Here's the photo of him that Nintendo shared when he first joined the company four years ago.

This is the first photo of Doug Bowser when he joined Nintendo



We never getting a new Mario game ever again pic.twitter.com/thv6o9opvf — Nibel (@Nibellion) February 21, 2019

He's taking the whole Bowser thing to heart.