Watch This Viral Video of a Dude Getting Totally Friend-Zoned During an NBA 'Kiss Cam'

This is so damn harsh.
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This is so damn harsh.

At the final NBA playoff game between the Houston Rockets and San Antonio Spurs Thursday night at Houston’s Toyota Center, two Rockets fans were put on the Kiss Cam, but one did not emerge with his dignity intact.

The woman immediately starts laughing and covers her mouth in horror as she sees herself on screen with her pal as "What I Like About You" by the Romantics plays. And when the poor guy goes in for a smooch after a few seconds, she brutally offers up a cheek. Watch the whole savage episode in the video here: 

The Rockets kiss-cam team quickly replaced its romantic, heart-filled filter with a cheeky “FRIEND ZONE” sign and CAUTION-tape graphic, to the cheers of the crowd and the "friendly" couple. Twitter also took note with some truly inspired zingers: