People who tuned into Wednesday morning's edition of Ireland AM were given quite a rude awakening during one of the segments.
Critics sometimes say the show is full of hot air, but Wednesday saw a different kind of wind as the hosts interviewed a woman who was making thousands of euro a week - by selling her farts in a jar to strangers on the internet.
Stephanie Matto, a former contestant on reality show '90 Day Fiancee', joined Tommy Bowe and Elaine Crowley, stepping in for the Covid-stricken Muireann O'Connell.
Ms Matto promotes herself as the "#1 world’s most successful fartrepreneur".
One person tweeted: "She has sold 172 jars of farts so far, at $1,000 / ($500 when on sale) a pop! She even puts little flowers in with them!"
A second took to Reddit, writing: "Is it weird that the market is there? Yes.. Am I curious as to how I can do the same!? Also yes."
"What is the world coming to?" asked another user.
Another wrote: "Something smells odd about this"
While others wondered whether they to could get in on the cash "My mind is going between "WTF?" and "where do I sign up?". I have IBS so that's a lot of wasted potential earnings."
Speaking to BuzzFeed last week, Stephanie explained her tactics to help promote her product.
She said: ""I think my main motivation was money, but I also thought it'd be a hilarious publicity move that would get a lot of people's attention, and it has definitely worked
"I usually follow a pretty strict diet, but I do allow myself 1–2 cheat days every single week, and those are the days that I will indulge in specific types of foods that I know will make me more gassy.
"I also like to combine my 'product' with something that smells like me, so I spritz one of my favourite perfumes into each jar to give customers the most immersive experience...I put a small fabric petal or flower into each jar — it's aesthetically pleasing and also allows the scent to attach to it and last longer."
