That's no doubt what Jimmy Kimmel was thinking as he watched the media fall for a video that U.S. Olympic luger Kate Hansen posted to YouTube on Wednesday showing what appeared to be a wolf roaming the halls outside her dorm room in Sochi.
It turns out the clip was nothing more than a hoax orchestrated by the late night host.
"I always say, if you're going to cry wolf - get an actual wolf to cry with," Kimmel tweeted on Thursday as a way of admitting he was behind it all.
Meanwhile, on Thursday evening's Jimmy Kimmel Live, Hansen Skyped with Kimmel to chat about their little prank, saying, "Honestly, there was a little more backlash than I thought there'd be, but it was all worth it in the end."
As for how they pulled it off, it was revealed that Hansen sent a photograph of the actual hallway to Kimmel, who then had his art department build a replica in his studio, before bringing in a wolf to film the fake video.
Kimmel then proceeded to share the unedited version of the clip, which ends with him appearing in the hallway on skis and saying, "Have you seen my wolf?"
Yes we have, Jimmy. Yes we have.
Don't forget: E! is broadcasting from Sochi! And be sure to tune into NBC's prime-time coverage of the games so you don't miss a minute of Winter Olympics action!