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It's A Mad Scramble! The Egg Has Been Cracked

It's no yolk, the egg is finally off the boil. And it's kinda cute.

OK, so it's finally been cracked. The secret of the egg that beat Kylie Jenner's world record for the most-liked photo on Instagram has been revealed. Yes, @world_record_egg is now part of a mental health awareness campaign.

Which is actually really nice.

Now we can all breathe a sigh of relief and get on with things.

Hulu, the streaming service, posted clues in the lead-up to the big reveal -- writing the phrase, "Get Crackin'" in their Instagram profile, before adding an Insta-story that offered fans a chance to guess what was inside.

READ MORE: The Egg Is Starting To Crack And Oh Lord What Does This Mean?

They also posted a teaser on their program guide.

READ MORE: It Speaks! The Egg That Beat Kylie Jenner's Instagram Record Reveals All

Of course, ever since the egg began to crack -- and lace itself up like a football -- the world had been waiting to see just what the reason was for its existence (other than just a clever way to beat Kylie's record).

So when the recent photo had a caption that read "The wait is over ? All will be revealed this Sunday following the Super Bowl ? Watch it first, only on @hulu." the world couldn't contain itself.

No really. People went apeshit.

And now we know. And it's quite genius, right?

And we also know the person behind it -- the egghead is, in fact, a man by the name of Chris Godfrey, who works at the advertising agency The&Partnership in London. He has so far declined to speak.

READ MORE: There Are Now Makeup Tutorials To Look Like "The Egg"

When it first achieved its significant milestone, the egg (ie Chris) spoke egg-clusively to 10 daily, telling us that it had "a few ideas," about what was coming next and that we should all "stay tuned." And stay tuned we did. Until today.

The egg has also released a range of merchandise online with 10 percent of the proceeds from the three-day sale reportedly donated to three charities, YoungMinds, the National Alliance on Mental Illness, and the Campaign Against Living Miserably. Which kind of means we should have guessed.

Feature image: World_record_egg/Hulu