For anyone suffering from schadenfreude withdrawal after watching the dueling Fyre Festival documentaries, a new crumb to sate you: Jerry Media, the social media company that helped market Fyre to the, cough, Instagram elite, had a grand plan for monetizing the so-called World Record Egg that recently dethroned Kylie Jenner with Instagram’s most-liked photo ever.

In recent weeks, the World Record Egg’s official account has been posting sequential images of the egg cracking, appearing to tease a big reveal of something inside. According to a report by The Atlantic’s Taylor Lorenz, Jerry Media reps, who are now working in an “unofficial capacity” with the anonymous creator of the egg, last week reached out to Need to Impeach, an organization advocating to impeach President Trump, to propose a deal between the two by which the egg would “crack to reveal the words ‘Impeach Trump’ as Trump popped out and did the chicken dance. The agency even created a short animated video demonstrating the stunt.”

Alas, Need to Impeach passed, with a rep saying, “I probably get 20 to 25 crazy ideas a week, [and] this didn’t move further than that.” Jerry Media, which hardly needed any more egg on its face (sorry), confirmed it had made the pitch, but said it wasn’t an attempt at a money grab, insisting: “We liked it for noncommercial reasons.”

And so the egg race continues. “Being the first brand to crack out of the egg is worth at least $10 million,” Nik Sharma, head of digital agency VaynerMedia’s direct-to-consumer business, told The Atlantic, adding that he’d urge clients “to spend on the egg instead of the Super Bowl.”