The internet's interest in 'PR relationships' has turned into an obsession

Timothée Chalamet and Kylie Jenner are the latest celebrity couple.

The couple has since had a handsy trip to the U.S. Open and attended Haider Ackermann's New York Fashion Week show.

But underneath the gossip-fueled fervor lay the vestiges of a deeper cultural shift when it comes to celebrity coupling.

Celebrity PR is a simultaneously unspoken, yet continuously pointed to, aspect of Hollywood and, now, social media.

The excessive use of the term is heightened by a deluge of self-proclaimed experts.

PopCrave reports a TMZ rumor as equally as it does an exclusive interview with a director, a social media post the same as an official statement.

Tom Holland and Zendaya seem to be the public's favorite couple in young Hollywood .

Fans also view themselves as fluent in "PR speak" and the ultimate arbiters of "real" relationships.

The PR relationship ultimately becomes a tool to delude oneself when a relationship doesn't line up with someone's view of a celebrity.