Duolingo, the language-learning app, killed off its owl mascot named Duo on Tuesday in what is assuredly some kind of publicity stunt.

In fact, here were are writing about it. So, well played, Duolingo.

Duolingo posted the news on social media.

"It is with heavy hearts that we inform you that Duo, formally known as The Duolingo Owl, is dead," the company's post reads, while joking that authorities were investigating the matter.

"[To be honest], he probably died waiting for you to do your lesson, but what do we know," the post contined. "We're aware he had many enemies, but we kindly ask that you refrain from sharing why you hate him in the comments. If you feel inclined to share, please also include your credit card number so we can automatically sign you up for Duolingo Max in his memory."

The internet, predictably, made jokes and memes about Duolingo killing off its mascot. The company itself retweeted posts from gossip sites about it.

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Duolingo has long leaned-in to internet culture, positioning its owl mascot and brand accounts as unhinged — or as unhinged as corporate comms gets. Killing off its mascot is just another example of that branding.

In fact, it's not really even an original stunt. Planters killed off Mr. Peanut ahead of the Super Bowl five years ago. This was, of course, just a method for launching a mascot rebrand.

So, sure, Duo the owl is dead. But I suspect it'll be back soon, in one form or another.