ISIS chief Abu Bakr al-Baghdadi has issued a decree banning the barbaric execution videos his militants have become famous for- because he's worried about their image.
al-Baghdadi is said to have sent a letter to all of his media offices saying they were no longer allowed to show graphic, violent scenes in their carefully edited videos, which caught the attention of the wider world with the emergence of 'Jihadi John' in 2014.
He is said to have claimed the decision was based on not offending other Muslims, who might think the videos are scary for children.
But ARA News reports that the decision has created a divide in ISIS ranks.
Some agree the videos, which often show people being put to death in horrific ways, including being drowned in cages, thrown off buildings and blowing people up, are not good for the image of the so-called caliphate.
But then there are others who think the disgusting and barbaric clips, which they proudly share, are good for intimidating their opponents.
Syrian politician and lawyer Ferid Hisso has pointed out, however, that video or no video, it seems like there will be no let up in the cruel and inhuman acts in ISIS controlled territory.
'Instead of banning the release of such videos, Baghdadi should have rather banned the crimes behind the scenes.
'But he has already justified the barbarism of his followers, and his decision makes no sense,' Hisso told ARA News.
Indeed, ISIS's most recent video shows just how low and depraved the fighters have become.
It showed how Islamic State fighters forced a young child to savagely behead a Syrian regime army officer.
The sickening murder carried out by the child, no older than 10, was understood to have taken at the Western Hir Palace in the province of Homs after the soldier was captured by jihadis at the nearby Al-Bosayri army checkpoint.
It showed him cutting the doomed man's head off, before holding it in the air.
It came not long after the militants released a video showing a slew of new and horrifying ways their warped minds had come up with to kill people.
It included stringing a group of men together with explosive necklaces, and firing a grenade launcher at a car full of prisoners.
They have also burned people alive, most notably the Jordanian pilot Moaz al-Kasasbeh, who was captured by the militants.
No doubt the families of those they have killed in cold blood will be relieved to see the end of such disgusting images.
However, with other groups like Boko Haram now following ISIS's lead and releasing videos of them murdering their enemies, al-Baghdadi's order may not mean the end of such vile clips.