It's not without merit ...

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The entrepreneur shared what, at first glance, appears to be an innocent photo of herself standing before an open fridge in a SKIMS bra and sweatpants. Upon closer inspection, however, many fans noticed something peculiar about the fridge in question: it’s exclusively filled with milk. There’s something vaguely green-looking in a drawer toward the bottom, but otherwise ALL. MILK.

Fans had thoughts/questions:

SKIMS Instagram
Credit: Instagram/skims
SKIMS Instagram
Credit: Instagram/skims
SKIMS Instagram
Credit: Instagram/skims
SKIMS Instagram
Credit: Instagram/skims
SKIMS Instagram
Credit: Instagram/skims
SKIMS Instagram
Credit: Instagram/skims

A Kardashian konspiracy theorist emerged from the comments section:

SKIMS Instagram
Credit: Instagram/skims

The fridge next to the milk fridge appears to only hold other, non-dairy beverages, so … maybe they’re on to something?

Another possibility: she’s making a pun! I mean, what does the name “SKIMS” conjure for you? SKIM — as in, milk! SKIM MILK. I’ll let myself out.

Anyway, Kim’s worth $370 million, and if she chooses to devote a sizable portion of her wealth to a family of strangely segregated fridges, I wish her all the luck in the world.