T-Mobile has gotten into the Kardashian business: Their Super Bowl commerical this year features Kim Kardashian reminding customers not to let the data they could be using to look at her Instagrams go unspent. “Data you paid for that could be used to see my makeup, my backhand, my outfits, my vacations and my outfits,” she says, as if this is a commercial for Save the Children, “Sadly, all lost. Please, help save the data.”

Well, at least she has a sense of humor about herself, right?

In the tradition of Super Bowl commercials, Kim’s spot cost a pretty penny. According to Business Insider, this 30-second commercial likely cost T-Mobile between $4.4 million and $4.5 million. And that’s not including Kim Kardashian’s well-known “glam fee” and endorsement minimum of $750,000. That’s a lot of money, America. As Kim says, “Tragic.” 

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