Before there was Groupon poking fun of Tibetans and endangered whales, there was GoDaddy and its controversial Super Bowl ads.

The domain hosting company is stirring the pot again.

This week, the media discovered a video of GoDaddy CEO Bob Parsons killing an elephant during an African vacation, while villagers—wearing orange GoDaddy hats—stripped the flesh off the animal.

It’s gruesome.

Parsons told myFoxPhoenix on Tuesday:

“I kind of figured that this might happen. So be it, I'm not ashamed of what I did. All these people that are complaining that this shouldn't happen, that these people who are starving to death otherwise shouldn't eat these elephants, you probably see them driving through at McDonald's or cutting a steak. These people [Zimbabwe villagers] don't have that option.”

PETA has launched a boycott, and GoDaddy’s competitor NameCheap.com is using this episode to win customers, according to The Business Insider.

The reaction has been—predictable.

The outrageous video hits the Web; people notice it and talk about how terrible it is; the media sees the video and the backlash and covers it; animal rights group seize the moment to raise money and awareness.

This story will be dead by Sunday, and GoDaddy will have won tons of coverage.

Here’s a tip: If you’re offended by this video, don’t watch it. (Seriously, don’t watch it; it’s gruesome—but here it is, just in case.)