And also doesn't understand what all the hype is about.
Kylie Jenner has been thwarted by a man who doesn't even care about social media that much.
Sergey Platonov, the photographer who snapped that record-setting egg picture that robbed the make-up mogul and reality star from having the most-liked Instagram post of all time, doesn't even like to "like" photos on the social media platform.
"I often come across excellent photos on social networks," the professional stock photographer told Esquire. "I myself do not conduct any activity in them ... I think the value of 'likes' is exaggerated."
Platonov wasn't in on the plan to dethrone Jenner's record -- 18.5 million likes on her Instagram post announcing the name of her daughter, Stormi Webster Jenner -- and according to Esquire, he wasn't aware that it went viral until he noticed a sudden increase in licensing of the picture from the stock photo agencies he works with.
He doesn't understand the fascination, either.
"I do not really understand what people like in this egg," he told Esquire. "Instead of this photo, there could be any other one, and the effect would most likely be the same."
The account named World_Record_Egg has racked up 7 million followers simply by sharing the stock egg photo on Jan. 4 with the caption, "Let’s set a world record together and get the most liked post on Instagram. Beating the current world record held by Kylie Jenner (18 million)! We got this."
To date, it has attracted 45.7 million "likes."
BuzzFeed News spoke to the creator of the egg Instagram account. Although that person chose to remain anonymous, identifying as a chicken named Henrietta from the British countryside, they did say they were inspired after reading an article listing the top 20 Instagram posts of all time.
"I saw this as a challenge to beat it," the alleged chicken wrote in an email to BuzzFeed. "It was nothing personal."
Either way, Kylie took notice and struck back via meme earlier this week, sharing a video of her cracking an egg on hot cement.
So far, no response from the more popular egg.