I’m addressing you because at this point it’s hard to believe you don’t know exactly what’s happening here.
Do you understand how this looks?
Not the shipper side of it. Not the fandom noise. Just the plain optics: you’re attaching your name, your brand, and the final chapter of a 12-year legacy to a storyline that looks messy, calculated, and frankly embarrassing.
And yes, I’m putting you in this, because you don’t get to play “innocent bystander” when the same pipeline keeps “leaking” the same kind of material on perfect timing, when the rebuttal collages show up right when Tumblr starts asking questions, and when the whole thing is conveniently built around your business ecosystem. If it were truly private, it would stay private. We all know that what we’re watching is mostly damage control.
Here’s the part you need to hear: being associated with someone who has a public history that many people find disturbing or attention-seeking reflects on you too. Even if half of it is rumor, even if some of it is taken out of context, you chose the association and you’re choosing to keep feeding it. You’re letting the story expand while keeping yourself just far enough away to deny responsibility.
And then you show up next to her and the visual is the opposite of what the narrative claims.
If anything, you look like you’re actively avoiding her.
So what exactly are people supposed to conclude?
That you’re stuck in a narrative you don’t even like?
That it was useful until it wasn’t?
That it’s a useful arrangement you can’t be bothered to perform convincingly?
That you’re willing to let her take the hit as long as you keep your hands clean?
Meanwhile you are burning your own image in real time.
This narrative keeps hijacking your moments and making them about her instead. Macbeth should have been a clean career win. The Outlander finale should have been a legacy lap. The tartan parade should have been about Scotland, your brand, your work, your people. Even your birthday should have been just that, your birthday. Instead, every single milestone gets swallowed by the same side story, the same “are they or aren’t they” chatter, the same staged crumbs designed to keep her in the frame. It doesn’t elevate you, it distracts from you. It turns real professional achievements into gossip fuel.
And the saddest part is that this didn’t have to be your arc.
Because the Sam people rooted for wasn’t this.
He was the geeky, awkward, genuinely funny guy who seemed a little naive in the best way. The one who didn’t even look fully aware of how attractive he was, which somehow made him more attractive. The one who came across warm and humble. The one who felt like a decent person underneath the fame, who looked grateful for what the show gave him and grateful for the people who supported him.
This version feels like the opposite.
This version comes across cocky. A player. Someone who manipulates his fans, feeds them just enough to keep them spending, then blames them for reacting. And instead of growing into something bigger than the role, you’re still riding the Jamie Fraser wave while demanding people detach you from him. You’ve built your entire commercial world on Outlander mythology, then act offended when the audience treats you like the face of it.
You’re also underestimating the one thing you used to understand: your fandom’s pattern recognition.
You can’t spend a decade benefiting from their obsession and then act offended when they notice the strings. You can’t troll people on key dates, feed them mixed signals, then complain about the reaction. You can’t ask them to fund your businesses while insulting their intelligence with a year-long “relationship” that you refuse to own, while you act visibly uninterested in the person you’re supposedly with.
And here’s what’s coming whether you like it or not: the hourglass is flipping.
Outlander ends. The casual audience moves on. The hardcore base shrinks. That’s normal. What’s not normal is accelerating that shrink by turning on the people who carried you here. When fewer people are left, who exactly is paying the bills for the brands, the rollouts, the “adventures,” the constant selling?
So yes, she may look ridiculous in this narrative.
But you look responsible for it.
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