Although I'm sure Twitter had dreams of better and more intelligent uses for the social media platform rather than celebrity feuding, even its biggest supporters can't deny that watching something this insane and delightful unfold in real time can't happen anywhere else and being a fly on the wall while it all hits the fan is priceless.

So if you've been paying attention to any pop culture over the last few days than you may have noticed the insane amount of drama on social media. Two of the stories worth noting, which have been making the most headlines, is the Twitter feud between Kanye West and Wiz Khalifa and the mind-boggling rant from rapper B.o.B on how he believes the claim that the earth is round is a conspiracy theory.

First some background...

Kanye West vs. Wiz Khalifa
It all started when Kanye West changed the title of his album from SWISH to WAVES this week. The switch inspired some tweeted shade from fellow rapper Wiz Khalifa. The criticism was enough to set West off, and he spent a half hour batting back at Wiz over the quality and authenticity of his music, his clothing choices, the mother of his child (who is also West's ex-girlfriend), and Wiz's cell phone number. The highlights of Kayne's rant include that Kayne a) used the hashtag #wizwearscoolpants, b) promoted his wife's custom emoji line, c) claimed to own Khalifa's child, and d) repeatedly proclaimed himself the greatest artist of all time (of course). After the one-sided rant was over Wiz Khalifa got involved and so did Wiz's baby momma and Kayne's ex, Amber Rose.

In the end, Kanye deleted the majority of his tweets regarding Khalifa saying, "I'ma take these down 'cause it's all about positive energy... Blessings, blessings, positive energy, blessings."

And perhaps Jimmy Kimmel recapped it best on his show last night.

B.o.B vs. A Round Planet Earth
I can't even make this stuff up. So B.o.B, whom you might know from his hits "Airplanes," "Nothin' On You" and "Strange Clouds," gave Monday and interesting twist when he started tweeting about how he believes the Earth is flat. Yes, flat. He also tweeted that he believes NASA is hiding the truth about the edge of the world. He even shared several meaningless diagrams about the planet including one about flight routes that didn't make a lot of sense. It wasn't long before renowned astrophysicist Neil deGrasse Tyson got involved with some of the most intellectual Twitter beef I've ever experienced. It ended with both B.o.B. and Neil deGrasse Tyson rap battling about their ideas of the truth.

Tyson got the last word with: "Your size isn't large enough to notice any curvature at all. If you want to think the world is flat, go right ahead. But if you think the world is flat and you have influence over others, as would successful rappers, or even presidential candidates, then being wrong becomes being harmful."

Marketing Gold

As humans we are undeniable curious and I'm pretty sure its scientific fact that we are physically and mentally unable to mind our own business and carry on with our day when in the presence of car crash. And it is because of these innate behaviors that we become consumed by pop culture media—especially feuds and drama! We just can't look away!

Now in both of these situations, the celebs are totally taking advantage of our curiosity and obsession with drama.

If you look at the entire Kanye/Wiz confrontation you'll see that the whole start of this was over the name of Kanye's new album. Two days ago I didn't know Kanye had a new album but NOW I do, as does millions of other people around the world. In fact, Khalifa also has a new album, Khalifa, dropping on February 5 and Kanye's WAVES is being released less than a week later on February 11. One might say that this feud is just a beautifully plotted marketing ploy.

It's not yet known is there is a hidden agenda behind B.o.B's soul crushing views on generations of scientific discovery but he did successfully survive disappearing into oblivion and becoming irrelevant for another day. One can argue that it is best to be talked about, even negatively, than to be forgotten about entirely.

Whether these feuds are real or staged is still up for debate, however one thing is for sure: it's all marketing gold.