…is that she looks so much like Cheryl Cole in the photograph that if you look directly at her face and allow your eyes to sort of defocus the letters in the 'Cher Lloyd' logo on the right hand side start to rearrange to actually spell 'Cheryl Cole'.
Stare at this for about 30 seconds and just relax, and you'll see what we mean.
It's like a Cher Lloyd version of a Magic Eye poster. Swagic Eye, if you will.