Uber is the company we love and love to hate.

On the one hand, using Uber is super convenient — way more convenient than hailing a ride with most car services and cab companies.

On the other hand, Uber’s top brass seem like a bunch of dicks. And despite the fact that this is a gay blog, actually being a dick is a bad thing.

That’s what made me so conflicted about this video. It’s fun and seems genuine and I want to like it, but it also feels a little staged. Too perfect. Too entertaining. It’s the sort of thing that a company might create in the hopes that it would go viral (which it has) and improve the company’s image.

Could Uber have planned the whole thing?

I can’t say for sure, but the fact that the clip’s creator, Jonathan Gaurano, describes himself as a “Media Brand Growth Hacker” on his LinkedIn page — a page that doesn’t mention his stint as an Uber driver — makes me a little suspicious. So does the fact that he was hired to create web content for a company called Hot New Feed back in July — one month before his Uber karaoke video hit YouTube.

Also suspicious? At the bottom of the YouTube description, Guarano provides links for people who might want to drive for Uber or get a free ride with the company.

Me? I’m calling hoax.

A cute clip? Sure. And the shirtless guy isn’t bad eye candy. But when you’re a company like Uber, which recoils at the idea of transparency, being even more deceitful in your marketing isn’t such a great idea.