It's hard to report on a video of LeBron James' penis without admitting you watched a video of LeBron James' penis.
Thus was born the awkward dilemma Friday morning on the "Today" show.
Thursday night, an unfortunate camera angle offered viewers a brief glimpse into James' ... briefs as he was adjusting his clothes on live TV before Game 4 of the NBA finals.
"Today" co-hosts Tamron Hall, Willie Geist, Natalie Morales and Al Roker sat around the table discussing the incident, which Roker referred to as the showing of "the King's scepter."
Morales said Carson Daly admitted earlier to rewinding the video over and over. Geist said he saw the image on his phone but it was too small to see, which sent the entire crew into uncontrollable laughter.
"So you went to look to see it?" Hall said, accusing Geist.
"Well, it had the banner [over it]," he said.
"But no, no, you see it," Hall replied.
"So you saw it?" Morales jumped in. "You rewound it! Admit it! You did, you did!"
"No, no!" Hall said. "You're making me sweat now."
Watch the video to see the co-hosts pretend they really didn't watch the clip, only to admit that they watched it several times.
It's OK, guys. You were just doing your jobs.