Call it what you will, these publicity stunts are getting more exciting as they unfold, and we’re breaking this cracked can open. Vv Magazine’s Sarah Harris dives into the strange world of fake relationships and marriages.

What would someone have to gain from flaunting a fake relationship you ask? Probably a lot

This entire phenomenon is nothing new in Hollywood, as celebrities are always aligning themselves with someone who will help alter their image. Call it what you will, these publicity stunts are getting more exciting as they unfold, and we’re breaking this cracked can open.

Think of these “relationships” as your affinity towards something fake but fantastic. Perhaps extensions, fake nails, lashes, or whatever other service that can help better your self-perception. These salon add-ons make your hands feel prettier, your hair thicker, or your skin a bit more bronzed. And while there’s no shame in that game, we as onlookers into the weirdly wonderful world of Tinseltown can often roll our eyes at the lengths these celebrities go to. Beyond their panache for plastic and their love of designer goods, these celebrities also fake relationships to promote projects, make themselves appear a certain way, or simply to start a conversation (Taylor Swift, we’re looking at you). These PR stunts definitely get people doing just that, and them some.

Take, for example, Tom Hiddleston, a seemingly far cry from Taylor Swift’s ex-boyfriend Calvin Harris. Their overtly staged romance makes people feel awkward, their photo-ops feel contrived and their affection towards each other comes off as staged as a Broadway production. Not to mention, almost all of their moments captured together were released by the same company. And while we’ve mentioned that this isn’t anything new, people just can’t get enough. Is this alignment to help promote a movie? Is this a random rebound for Taylor Swift’s broken heart? Perhaps we’ll never know, but their charade is certainly keeping up, and we just want to know why. I suppose in the very least, it has people talking. For example, when I Googled her name this morning, the first piece of news that popped up were her Rhode Island plans with her beau. Their preppy weekend adventure made me feel a bit anxious, but also curious. Of course, I opened the story and had a good read as to what nautical-strip-and-oversized-sunhat adventures they have planned.

Beyond Taylor Swift’s seemingly never-ending publicity stunts, this trend moves way past her. When the handsome Henry Cavill started “dating” Kaley Cuoco, just as Man of Steel hit the box office, people called their bluff. When Kim Kardashian married Kris Humphries and then called it quits after 72 days, people knew they were in it for their enormous payday. And of course, after Jennifer Aniston’s messy divorce with Brad Pitt, she just happened to fall into the giant arms of Vince Vaughn, just as their movie The Break-Up was a topic of discussion. Of course, these ploys translate to spiked sales, and people are once again interested blasé rom-coms and the like.

These selling strategies so to speak are going nowhere, as actors and musicians alike will always align themselves with someone their PR firm deems fit. These short but sweet relationships are always the talk of the town, and will always convert into some form of ROI. And while we know exactly what they’re doing, we’re somehow always transfixed. What fake relationship will surface next? We can only hope it’s as exciting and insane as Katy Perry and Riff Raff’s.

Check out more Hollywood relationships that were allegedly set up: