Less than a month ago, millions of viewers tuned in to watch reality TV phenomenon Kim Kardashian exchange vows with her fiance, pro basketball player Kris Humphries, with a star-studded guest list.
It was touted as America's answer to Britain's royal wedding.
Kardashian, 31, and Humphries, 26, married on Aug. 20 in a lavish ceremony in Montecito, Calif. It was taped for a TV special that aired on E! earlier this month.
But the marriage lasted just 72 days -- 13 less than the engagement, notes Priya David Clemons.
During the special, Kardashian said, "This really was a dream-come-true. It really was my fairytale wedding."
That fairytale is coming to an end.
Rumors of marital trouble had been swirling for weeks.
"This divorce is not shocking to me," says Levine Communications founder Michael Levine.
Citing irreconcilable differences, Kardahsian filed for divorce Monday. In a statement, she said, "I had hoped this marriage was forever, but sometimes things don't work out as planned. We remain friends and wish each other the best."
Kardashian's soon to-be-second ex-husband seemed caught off-guard by the news.
In a separate statement, he said he was devastated, and "remains committed to this marriage and everything this covenant represents."
While Kim and Kris may now be without love, they won't be without money.
The two-part, four-hour television event and subsequent sale of wedding photos earned them an estimated $18 million -- or $250,000 per day from the wedding to the divorce filing.
"I think their marriage was an enormous media phenomenon with tremendous media attention," understates Levine.
The longtime Hollywood publicist says the constant presence of cameras may have contributed to the demise of their union. "Living a public life brings with it a profound set of burdens and challenges that most people will never even begin to understand,' he points out.
While some view this short-lived marriage as a black eye for the Kardashian brand, Levine sees it as an opportunity. He says it's going :to create more controversy, more attention which, at this point in (her) career, will just equate to more and more popularity."
Kardashian is believed to have signed a pre-nuptial agreement. She reportedly makes upwards of $12 million dollars a year, and a pre-nup would likely mean she wouldn't mean she wouldn't have to share any of her earnings with Humphries.
But some are wondering whether the whole thing was a sham to make money.
If it turns out to be true, that could spell trouble for her brand, because experts say she'd lose the trust of her fans.