The couple at the centre of such a furore on the Spanish version of Temptation Island had a very clear reason for going on the show in the first place.
Do you ever wake up to find that seemingly the entire internet is talking about the same thing and you have absolutely no idea what's going on?
In case you're wondering why everybody is going 'Montoya, Por Favor!' it's because of this moment which will surely go down in television history featuring a man running across a beach after watching his girlfriend sleeping with another bloke.
Check it out:
Now you're up to speed, you might know a little more about why some viewers reckon it's the 'greatest scene in history' as it's got pretty much everything reality TV is looking for.
While the show La Isla de las Tentaciones is getting a lot of attention everyone is talking about José Carlos Montoya, who in the clip was taken away from his girlfriend Anita Williams who had watched him get a lap dance earlier in the show.
Anita got close to a man named Manuel and Montoya had to watch footage of them getting intimate in a pool, causing him to kick over the iPad he'd been watching on and fall onto a sandy beach in despair.
So when Montoya was shown footage of Anita and Manuel in a bedroom he ran across the beach with show host Sandra Barneda chasing after him shouting: "Montoya, Por Favor!"
Montoya would seem to be the sort of man who wears his heart on his sleeve (Mitele)
Now you know where all that has come from, but as for why Montoya and Anita were on La Isla de las Tentaciones in the first place, E-Notices reports that the couple had been together for about 10 months and wanted to test their relationship to see if they were ready to have a baby together.
The show's own socials said that Montoya and Anita had 'two ways to look at life, but one common goal: build a family together'.
Whether or not this latest dramatic twist will help them decide whether or not to have a child together remains to be seen.
I might suggest that you wouldn't sprint down a beach on national television for someone if you didn't care about them, but considering what Montoya saw to make him run we'll have to see what happens next.
After her bedroom activities with Manuel were interrupted by Montoya, Anita uncoupled herself from Manuel and ran towards Montoya in tears.
She said she only did what she did because she'd seen Montoya get a lap dance and strip tease previously on the show, and started hugging Montoya as he said he wanted to be taken off the show.
It's all very compelling drama and Montoya seems to have become a viral star after his dramatic beach run.
This whole thing is absolute catnip for reality TV fans, and even those who wouldn't normally tune in seem enthralled by all of the drama.
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