Emmerdale's David Metcalfe is a key character on the ITV soap, with his village shop featured in several scenes each week.
Village residents are often in there buying their daily essentials or last-minute gifts.
But viewers have suddenly noticed something about his business, or a particular item stocked in his store.
In a more recent episode, Dawn Taylor was seen hovering in the shop as she prepared to ask out her friend Billy Fletcher on a date.
She had initially claimed to stepmother Harriet Finch that he was just a pal, but Harriet saw right through it.
Leaving her to it, she urged Dawn to share her feelings to Billy.
Dawn did just that, and was seen walking over to him in the shop and the pair had a sweet chat.
But some viewers were a little bit distracted by what was going on in the back of the scene.
Just before Dawn headed over to him, she was stood by the fridge containing dairy produce including milk and butter.
Fans claimed though that David was up to no good, believing the milk cartons on the shelf to be empty.
One viewer said in a comment agreed by several others: " @emmerdale why is David selling empty milk cartons in his shop?"
This wouldn't be unlikely though given it's a fictional shop on a set, so to have fresh produce wouldn't be ideal.
It comes as David actor Matthew Wolfenden admitted on This Morning on Tuesday that most of the items in his shop are "fake", picking up plastic fruit and vegetables to show viewers.
Emmerdale airs weeknights at 7pm with an extra episode at 8pm on Thursdays.
