It seemed a safe bet that Drake's 'Hotline Bling' would overtake the Weeknd's 'The Hills' for the top spot on this week's Billboard Hot 100 chart, giving Drake his first number one as a solo artist.
But despite all the hype and memes surrounding 'Hotline Bling''s video, that didn't happen.
And you can probably blame it on Apple.
Drake released the "Hotline Bling" visuals on Apple Music, rather than Vevo. Apple doesn't report its video streams to Nielsen Soundscan -- as Vevo does. So when you first watched the video and laughed at Drake's goofy dance moves your view didn't count on the Billboard's charts.
There's always next week for Drake, as now 'Hotline Bling' is on Vevo and other video sharing sites.