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A hirsute baby is slowly but surely taking over the internet. And our TVs.

Eight-week-old Junior has been nicknamed "Baby Bear" by his family, such is the bouffant nature of his hair. It's as big as it is adorable.

The Irish infant and his mum Chelsea Noon have been profiled at length in the last 48 hours resulting in a proliferation of pics -- mostly of Junior getting his hair blow-dried.

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But last night, Australian TV program The Projecttook it one step further, cutting back to a portrait of the tiny infant in between the footage for every news update which followed.

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It was funny for a hot second, but when Junior appeared during a report on the backlash Kim Kardashian has received on social media following her frightening robbery — well, that wasn't funny at all.

The show's host Waleed Aly later addressed the very awkward image-swap, saying it wasn't a crap joke, but a technical gaffe. "Obviously there was a little technical issue in the middle of that. We need to point out that was not remotely deliberate."

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Co-host Peter Hellier had another theory: "I think my little friend hacked the system." Sure enough, the program did not make a video of the live error available, so guess you had to be there.

His hair doeslook like it might imbue him with magical powers.

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