Almost exactly a year ago, TechCrunch started building anticipation over Selfie.com, a website that teased some upcoming startup, but revealed nothing. Today the mystery ends, and boy is it dumb: an app called "Selfie."

As part of its annual series on the highest-paid athletes, Fortune.com looks at Floyd Mayweather, Jr.: world champion boxer, fashion critic, and budding tech investor. So far, the only startup Mayweather has ever backed is Shots, a flailing selfie app financed by Justin Bieber and fluffed by TechCrunch.

A fawning, sprawling writeup from TechCrunch and the co-sign of a pop boy-deity looks like it wasn't enough: the hyper-hyped Shots of Me app is already sliding into oblivion.

I've got some bad news: you just died and now you're in hell. The first thing you'll encounter in hell is this TechCrunch post, which is 1,200 words long, and about "Shots For Me," a Bieber-backed venture dedicated to taking selfies, which you can already do with other apps.