Ah, technology is an amazing thing. Not only does it give us the ability to create endless versions of iPhones, but it also allows us to overshadow big moments, like the iPhone 6 because some dude wore a scarf at an Apple Event.

That’s right, for a few brief moments the internet went crazy about the iPhone 6, along with announcements about the Apple Watch and Apple Pay. But the momentum quickly shifted to Super Evil Megacorp gaming executive Tommy Krul and his purple infinity scarf. Hundreds of people Tweeted about Krul and his scarf, and naturally, they even made fake accounts for him with the handles: @purpleScarfGuy and @applescarfguy.

Some of the more funnier Tweets include comparing him to Gwen Stefani’s husband, Gavin Rossdale and Lenny Kravitz.

Speaking to the Daily Mail, Krul said this whole thing is funny since he can usually be found wearing a scarf. “‘I haven’t actually left the event yet, so I’m not sure how big it’s got. I often wear scarves, it’s funny.”

We suspect that Krul will be getting a nice bonus since he basically put his company on the map. “It’s exciting and humbling that we’ve had this amount of attention, but at the end of the day it’s one step along the way.We are literally back at our desks working hard this afternoon ahead of our global rollout starting in October, but we’re flattered by the attention,” the company’s co-founder Kristian Segerstrale said.

Head over to the Daily Mail for more information.

Are you obsessed with the scarf guy or the iPhone 6?