In an odd twist, AXE (company making “hair care, styling, body spray, shower gel, and deodorant products”) added a promoted tweet to the “romance kills” hashtag last night–rising to the top of search results for the literary hashtag.

Yesterday Dr. Juli Slattery compared romance novels to pornography, prompting romance readers and writers to sarcastic commentary in the satirical “#RomanceKills” hashtag created by Jason Pinter.

What do you think? Here is the promoted tweet from AXE, linking to the company’s Facebook page and an angel video: “#RomanceKills, AXE Excites: http://bit.ly/exciteaxe #EvenAngelsWillFall”