A teenage student from Northland has, allegedly, sold her virginity to pay her university fees.
We are told she's 19, and that she calls herself 'Unigirl'.
The website at the centre of it all is ineed.co.nz, and its directors claim the winning bid was over $45,000.
Whatever you think of the morality of this transaction, it has put a website few of us had ever even heard of on the map.
Indeed, the story has made headlines around the world – Australia, Britain, the US, Asia, you name it.
But - we began to wonder, is this all just a brilliant marketing stunt? Does 'Unigirl' really exist?
Remember, ineed.co,nz is competing against TradeMe - New Zealand's most successful website, by a mile – so ineed.co.nz needed profile.
Campbell Live set off for Hamilton to find the two men behind it.