A British advertising worker claims to be the man behind the Instagram Egg, the photo which "broke the internet".
"Let's set a world record together and get the most liked post on Instagram", the original caption read.
Speaking to CNET after breaking the record, the anonymous user behind the egg account called the yolk-filled shell "Eugene" and said that it was "appreciative of the awesome support". But Godfrey made a bold choice: to use the egg's popularity to help put a spotlight on almost a dozen organizations that encourage mental health awareness.
Ahead of the reveal, the New York Times revealed the egg's creator as Chris Godfrey, a 29-year-old ad executive in London. The BuzzFeed teamed followed a trail of early posts discussing the egg, leading back to Godfrey - and Mashable confirmed that Godfrey had indeed laid Instagram's golden egg.
So, it turns out that - even though it all seems a bit contrived and silly - the world record egg has, in fact, been a force for good all along.
The actual reason for the egg was revealed on the streaming platform Hulu in a short video.
A voiceover, pegged as coming from the egg, says: "Recently I've started to crack... the pressure of social media is getting to me". "If you're struggling, too, please talk to someone".
As for the egg's mega-popularity, Godfrey told the Times that the egg's success has been a fluke. Well, everyone was wondering why on earth the egg would start to crack, and now we have our answer. "People have fallen in love with this egg, and Eugene the egg wants to continue to spread positive messages".