First there was Angelina Jolie's right leg, now there is Anne Hathaway's nipples.
Jolie's odd leg plant at last year's Oscar's created a wave of online mirth. This year bloggers were quick to, err, leap on Hathaway's nipples after her dress attracted much attention.
A Twitter account called AnneHathawayNipples was quickly set up, and within less than two hours had 2300 followers.
An excessive display had already attracted Hathaway more attention than she wanted in recent months.
At the Les Miserables premiere in New York in December she chose not to wear underwear. That wardrobe decision became apparent to a bevy of photographers as Hathaway climbed out of a high SUV.
So the prominence at the Oscars of her nipples, accentuated by the stitching on her dress, was comparatively demure. It also helped that Hathaway was looking superb in the pale pink Prada gown.
Last year Jolie's right-leg thrust spurred a host of online spoofs, led to a Twitter account that had 17,000 followers by the next morning, and was mimicked by one Oscar winner who did his own thrust while receiving an award.