Listen, we love Diddy's media-attracting personality tangents as much as the next outlet, but this is getting a little ridiculous.
What with this being a day of the week that ends in "y" and all, it shouldn't surprise you to hear that Puff Daddy Puffy P. Diddy Puff Sean Combs King Combs Diddy has once again changed his name.
But here's the rub: the new moniker has a built-in shelf-life. For the next week and the next week only, Diddy will be known as…
Swag.
So what brought on this new moniker? Well, you see, Diddy—er, Swag—recently went through a life-changing event: he had the flu. And lived to tell about it.
While this would not necessarily be cause for celebration among us common folk, for the rap mogul, this is an event to be marked and celebrated with nothing short of the adoption of a new epithet.
"I decided I'm going to change my name for a week in honor of my comeback," he told fans in a YouTube video—and yes, for those keeping track at home, the comeback he's referring to is getting over the flu.
"For a week, this week only, you can call me by my new name…check it out, my new name is Swag."
And because whatshisname never does anything half-heartedly, he further marked the occasion by setting up a new Twitter account under his new name.
"Allow me to introduce myself," he tweeted from @iamswag. "I AM SWAG. #SWAG RT TO THE WORLD!!"
In any case, no need to commit this new name to memory just yet. According to his timeline, Swag will retire his latest name and resume being Diddy this Thursday.
But whether he's called Swag or Diddy or whatever, know this—to us, he'll always be just plain ridiculous.