Defending US Open champion Brooks Koepka joked "somebody should be fired" for an astonishing gaffe that saw him left out of the tournament's broadcast promotion.
Four-time major winner Koepka, who has been at the centre of several snubs during his already prolific career, became the first player to win back-to-back US Opens (2017-18) since Curtis Strange (1988-89).
But in a television advertisement before this week's US Open at California's iconic Pebble Beach, host broadcaster Fox released four promos - three of which did not feature the world No.1 Koepka at all.
Although a fourth focused solely on the athletic, big-hitting Koepka, it is unusual for the defending champion not to be covered in all promos.
It is also perplexing given Koepka won the most recent major, the US PGA Championship last month, to become the first golfer to successfully defend two different majors.
"There's a commercial running now where I'm not even in it," an annoyed Koepka said on Tuesday ahead of the US Open at Pebble Beach.
"There's (always) a couple of (slights on me) where it's just mind boggling how - it's like, really? Like, how do you forget that?"
"I actually didn't see it for a long time. A bunch of people on Twitter I think tagged me in the promo.
"I was kind of shocked. They've had over a year to kind of put it out. So I don't know. Somebody probably got fired over it - or should," Koepka added with a laugh.
The 29-year-old Koepka has continuously been overlooked despite being the hottest player in the world for the past two years, winning the past two US Opens and PGA Championships.
Koepka was dismissed by Golf Channel pundit Brandel Chamblee just days before winning the recent PGA Championship at Bethpage.
Chamblee, a former US PGA Tour player, declared world No.1 Koepka was "just not in the class" of Tiger Woods, Dustin Johnson and Rory McIlroy when asked who Masters champion Woods' greatest challengers were.
He omitted Koepka and the Florida native responded by posting a photo to social media of Chamblee with a clown nose photoshopped on his face.
Their running battle began in March when Chamblee claimed Koepka, who intentionally lost 12 kilograms of bodyweight, was "the greatest self-sabotage of an athlete in his prime" he had seen.
There was intense speculation the muscular Koepka had lost the weight to pose for ESPN's Body Issue magazine.
Koepka said this latest omission would fuel his fire before Pebble Beach.
"Yeah, I mean, why wouldn't you? You've always got to find something to give you a little bit of extra motivation. Sometimes it's blatantly obvious."