Another day, another Twitter Quitter and today it was perky pop prince Zayn Malik of One Direction fame.
Zayn decided this week he couldn't take the "hate" that he "gets daily" and deleted his account entirely, disappointing his five million plus followers. A day later, he's back again, stating he didn't want to let his fans down.
This brief absence may, or may not, have actually had something to do with a little video circulating which appears to show him enticing a lady - who is not his girlfriend, Little Mix's Perrie Edwards - into his hotel room.
Now I'm not condoling this apparent behaviour, but does it warrant people sending him "hate", most of whom would never dream of saying anything of the like to his face?
Ironically, the man who broke this news was celebrity blogging big name Perez Hilton, who later trended on the site himself due to the amount of people who, to coin a phrase, were hating on him. One user, for example, wrote "'I love Perez Hilton.' - Said by no one, ever." Well, I actually love Perez Hilton, so there, have that.
Nineteen-year-old Zayn is just the latest in a long line of celebrities to decide that the Twitter hate was too much, with Amanda Bynes, Helen Skelton and even Corrie's Anne Kirkbride (Deirdre, for you not-so die-hard fans) just some of those opting to shut their accounts.
It all begs the question, how have we got here? How has a simple micro-blogging website turned into somewhere people go to type abuse to people we don't agree with?
It's a worrying trend, which usually starts off with a celebrity doing something that someone out there in the Twittersphere doesn't like. Cue a barrage of abuse aimed at the said famous person.
Two things usually happen directly after this. Mr or Mrs Famous retweets the particularly harsh comments and their army of fans in turn abuse them, resulting in a vicious cyber circle of hatred.
Depending on the scale of the hatred and/or the thickness of said celeb's skin, they then tend to announce that they're taking a break from Twitter or - in Master Malik's case - pack up and leave for 'good'.
But are they right in doing so? There's always been an unwritten rule that those who put themselves in the public eye are fair game and should be able to take the criticism with the praise, but that was before some genius invented Twitter.
Back then - then being a mere six years ago - stars just had to avoid Googling themselves or quickly skirt past the newsstands with their faces plastered on the front.
Now, however, people have a direct link to their idols, which has opened them up on a more personal level. It seems to have sorted those who can take the flack from those who are a little thicker-skinned.
Speaking of flack, let's take Caroline Flack for instance. Cazza has a stream of abuse sent straight to her phone via Twitter everyday, just because she had a mini little fling with Harry Styles, which was, incidentally, a while ago now, just let it go.
From the looks of it, Flack just turns a blind eye, rises above it, becomes the better person and other statements of that nature. Because that's what those in the public eye have been doing, like, forever.
She's still on Twitter and she's still probably getting a fair bit of hate from the masses, but will it be a matter of time before she's off it for good? I doubt it.
Personally, I wasn't a Zayn follower and I've not been converted, but if he's happy enough to take the praise and adulation from his fans who are on Twitter (and the thousands of pounds that come with his pop career), I think he should be able to muster the courage to ignore the negative Tweets.
Or he should ask Caroline where the block button is, I'm sure she's put it to good use.
Follow Hayley Merrick on Twitter: www.twitter.com/hayleymerrick