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Well, we've seen the whole thing now, and it's pretty much what we thought it would be from the teaser shown on Good Morning America yesterday.
Tay-Tay, Ed (who should be celebrating today because it's Kiss a Ginger Day), and Future party it up in various places around the world, Swift wears a few spangly outfits, and there is a sequence of dancing on a yacht. Pretty standard stuff really.
The video, directed by Joseph Khan, encompasses shots in Tokyo and London amongst others and follows on the themes of the album and its first two singles Look What You Made Me Do, and ...Ready For It.
But the big talking point is that Katy Perry didn't make the cut. There had been some speculation that Perry - who has a long standing beef with Taylor - would be seen in the clip in a sort of celebrity hatchet-burying ceremony.
It had even been suggested that someone who looked like Perry, or was supposed to symbolise her might appear in the video as a sly dig at her old adversary.
Swift has had a bit of a rebirth for this album, and is not afraid of a fight. In fact, in the video for Reputation she throws more shade than a fat guy on a sunny day.
One eagle-eyed paparazzo snapped a shot of the video whilst the sequences on the yacht were being filmed. To the right of the shot behind Swift is a woman with short blonde hair who bears more than a passing resemblance to Katy Perry.
Sadly for fans of celebrity argument narratives it was not to be, or at least if there is a jibe buried in there it is hidden deep down.
The video was released at 12 midnight EST (05:00 GMT) on Twitter and as you might imagine it has already been viewed millions of times.
#EndGameMusicVideo out now. @edsheeran @1future https://t.co/z6EiFsLniY
- Taylor Swift (@taylorswift13) January 12, 2018
Her videos have been attracting extra attention recently as fans are noticing hidden Easter eggs in them, such as the Chinese symbols in the ...Ready For It video that mean 'Year of the Snake' and have been interpreted as a shot at Kanye West.
Basically, if you've wronged Tay-Tay in recent years, she's coming for you.