A famous puppet.
Image: Disney

They say that a company’s social media presence is like the window into its soul.

On Sunday, Disney’s official Twitter account posted a very macabre, albeit relatable meme featuring Pinocchio, the puppet who dreams of one day becoming a real boy.

[Update: Disney took down the tweet, but the original text read: “Makes no difference who you are.” and included a GIF of Pinocchio being blessed by the Blue Fairy (but not moving) and the caption, “When someone compliments you, but you’re dead inside.”]

Though we all love a bit of dark humor as we look forward to the work week ahead, the joke’s decidedly un-Disneylike and suggest that either the company’s going in a new direction or, as some have theorized, the tweet may be about Kingdom Hearts. Or, you know, someone’s simply gotten ahold of their Twitter account.

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Got any theories?