Last week a misleading and quite unflattering pic of Lady Gaga had critics calling her "meaty" and accusing her of "piling on the pounds."
So Gaga responded today by launching a new section of her website, Body Revolution, where she posted pics of herself in bra and underwear and brazenly captioned them with a confession: "Bulimia and anorexia since I was 15."
Then she went a step further: "Hey Guys its Gaga… Now that the body revolution has begun, be brave and post a photo of you that celebrates your triumph over insecurities."
In the hours since Gaga issued the challenge to her fans, they've flooded her site with stories and pics.
Is it a shameless publicity stunt? Who cares?
Well played, Gaga.