Cryptic Justin Bieber Skywriting Appears Over New York

Who paid for this to happen?

How ... sweet?

Sunday afternoon, New Yorkers were greeted by a mysterious phrase looming above them in skywriting: "Justin Bieber Is a Smileophile."

Not much has been discerned from the effort, apart from the anonymous benefactor's conviction that Bieber really likes smiles, but it's sent Twitter into properly confused discourse:

What's this Justin Bieber sky writing bills it? pic.twitter.com/Xn5UtjBksP

— Josh V (@Bruiser4Eq) June 14, 2015

Just watched planes sky-writing "Justin Bieber is a smilophile" in NYC. What's that mean @justinbieber

— Jason Brandt (@jay_brandt) June 14, 2015

What does the "Justin Bieber is a smilophile" skywriting in #NYC mean? #JustinBieber

— Alie Condon (@akcondon) June 14, 2015

Just misread skywriting as "Justin Bieber is a pedophile" so it's going well. #readingisfundamental

— Robbie Rozelle (@divarobbie) June 14, 2015

Bieber's dedication to grinning is questionable — he was all business during those Calvin Klein skivvies ads, after all — but as Noisey notes, he's been on a "charm offensive" over the past months, including his participation on a Comedy Central roast that attacked his brattier shenanigans and negative public perception. Maybe joining Team Smile is a good thing for the pop star?

Time will tell.

This story first appeared on Billboard.com.