It didn’t take long for the total damage to be tallied. Brand deal after brand deal evaporated, and when the dust finally settled, Taylor Swift had lost a jaw-dropping $125 million in endorsements.

The numbers are shocking, even for someone of Swift’s stature. But more shocking still is how fast it all unraveled. In a matter of days, she went from the pop star who could do no wrong to the cautionary tale of how even the most famous endorsements can go horribly, horribly wrong.

Her $30 million deal with a high-end jewelry brand? Gone. Her $20 million sneaker collaboration? Poof. Even her planned line of eco-friendly handbags was axed before it hit the shelves, with one brand exec explaining, “We wanted eco-friendly, but we didn’t want that kind of eco.”

But perhaps the most baffling aspect of the entire debacle has been the reaction from Taylor’s own fanbase. The Swifties, who normally rally behind their idol like knights defending a pop kingdom, were visibly divided over this bizarre endorsement.

On Twitter, the reactions ranged from disbelief to outright confusion. “I loved her music, but now I have to ask: Is Taylor okay? What even is vegan crypto?” tweeted one fan. Another commented, “I was with her through ‘1989’ and ‘Reputation,’ but this…this I can’t follow.”

Meanwhile, some loyal Swifties tried to defend their queen, albeit with less enthusiasm than usual. “I mean, it’s…cool that she’s thinking about the environment? I think? I’m not really sure what’s happening,” wrote one fan in a Reddit thread that quickly spiraled into chaos.

So, how has Taylor responded to all this? Has she issued a formal apology or tried to distance herself from the fiasco? Not quite. In true Taylor Swift fashion, she’s leaning into it.

In a statement released on her Instagram Stories, Swift said, “I know my fans may not understand my decision, but I’ve always been about bold moves. This is just another bold step in my journey to make the world—and the financial market—a better place.”

She went on to defend her decision, claiming that “this cryptocurrency will help fund sustainable projects and save the planet. I believe in it, and I think others will, too.” And while some fans are still scratching their heads, others are wondering if this is just another step in Taylor’s ongoing evolution from country star to pop icon to…cryptocurrency influencer?