Call Him Diddy, Dammit!

The rumors swirled after Diddy, or whatever his label is, contributed some raps to his former stylist O'Neal McKnight's first single: "They call me Puff Daddy...he's back/ Yeah, you heard me right/ I said Puff Daddy/ I'm about to back on that Puff Daddy sh*t."

And the world picked it up, with reports aplenty chronicling the change and asking why he'd go back to a name he'd finally shed.

Then he took to YouTube to protest the reports. "I did not change my name, I did not change my name, I did not change my name," the rapper said, with just a hint of mocking irony, eventually seguing to a king-of-the-world rant.