Kim Kardashian in EA's FaceBreaker
We're not sure why either.
American reality TV "star" Kim Kardashian will be included in EA Sports' boxing game FaceBreaker as a playable character.
That's according to GameDaily, which has dug up screenshots and video of her in action - not that she's any stranger to that judging by the Google results we got when we tried to work out who she was. (Update: Video admin ninja Dan Pearson points out that we have the video too. So that's nice.)
Anyway, for reasons that probably have a lot to do with news items like this one, EA is including various slebs in FaceBreaker, which is part of the firm's new "Freestyle" label - designed to produce more approachable games than serious, big-boy fare like Fight Night.
FaceBreaker will be a "simplified, easy to pick-up-and-play gameplay experience that really allows the chance for discovery and to get into more depth of how you fight", senior producer Dean Richards told us when we flew out to Canada to check on its progress recently.
It's cartoony, as you can see from screenshots and video, and hopes to keep up a fast pace thanks to a "Breaker Meter", which unlocks special attacks when you land consecutive punches.
There's also a Boxer Factory for making your own fighter. As GameDaily points out, Kardashian is helping to demo that in some of the assets, but further down it clarifies that she will also be in the game as a proper character.
And if you can't quite place the name, Kim is a veteran of reality show "Keeping Up with the Kardashians", and is a regular in US gossip columns. She looks a bit like Amy Winehouse did before she traded a fork for a pipe.
FaceBreaker is due out for Ps3 and 360 on 5th September, with a Wii version, subtitled K.O. Party, also in development.