Amazon.com committed a folly ahead of the BCS National Championship Game on Monday night.
The online retailer reportedly sent congratulatory emails to fans of both teams participating in the game several hours before the contest was even played.
Here's the gist of what the email had to say:
"Dear Amazon.com Customer," the email that was sent to Irish fans read. "Congratulations to the Notre Dame Fighting Irish, NCAA National Football Champions. Customers who have shown an interest in the Notre Dame Fighting Irish might like to see NCAA championship merchandise and additional team fan gear."
The same email was sent to Crimson Tide fans, except only Alabama references were used instead of Notre Dame.
Amazon issued the following apology later in the day:
"Well, this is really embarrassing....we completely fumbled our congratulation (sic) email for tonight's game," the apology said. "We admit that we can't tell the future. We congratulate Alabama and Notre Dame for making it to the NCAA Football National Championship. We hope you enjoy the game."
The email will come as another unwelcome reminder to all the Irish fans who have yet to check their inbox. Notre Dame is currently getting waxed, 42-14, through the fourth quarter.
Alabama is in position to win their third national title in four seasons.