Via BuzzFeed, HuffPo, Gawker, and various other blogs and Tumblrs, I’m thinking this will reach 10 million views on YouTube by, oh, say, noon on Thursday. How bad is it? Bad enough that the producers felt obliged to issue a disclaimer:

Old Bailey Productions did not create any of the audio or lyrics for this video. We produced the video as a favor for a younger sibling of one of our friends.

People are comparing them to Rebecca Black but “Friday” was an earnest if painful attempt at homemade tween pop. This is more a case of kidding on the square — I think. It almost seems designed to go viral: Two rich girls in the Hilton/Kardashian mold (they’re in a limo, no?) singing an impossibly dumb song about how hot they are? Pure magic. I’m surprised Paris and Kim didn’t think of it first.

Prepare yourselves, my friends. What has been heard cannot be unheard.