Check out this tweet from KMIZ (Columbia MO):

A man is killed and the story is hashtagged #teethwhitening and #zachybchallenge along with other nonsense.

It appears the tweet on the station’s Twitter was posted by Reporter Zachary Boetto, since it included a link to his Instagram.

His IG describes himself as “Trusted News Reporter” and includes a link to his website, where you can buy a “ZachyBTV” T-shirt for $30.

What the hell is happening to this business?