Why is everyone mad at Blake Lively? On the It Ends With Us press tour, the actor’s persona, side hustles, and career are all in conflict.

Blake Lively’s It Ends With Us is the second biggest movie in America, but it’s the conflict surrounding the film — not the film itself — that everyone’s talking about.

Apparently, Lively and her co-stars are feuding with lead and director Justin Baldoni. Baldoni and Lively reportedly didn’t get along, and he allegedly “fat-shamed” her by asking someone how much Lively weighed — a scene involving the two requires he pick her up and he was afraid of hurting his back. And according to whispers, he didn’t very much enjoy Lively inviting her husband Ryan Reynolds on set to direct some scenes.

But while Baldoni is getting plenty of static here (he’s gone so far as to hire a veteran crisis PR manager who counts Johnny Depp among her clients), the hullabaloo has many online looking a little more closely at Lively, who is showing her face on the big screen for the first time in four years. Many have noted that Lively has taken a peculiar approach in promoting this film. In an attempt to sell this movie, Lively has promised viewers the giggliest, girliest of times. At the same time, the actor, known for her beautiful hair, launched a haircare line.

This sisterhood of traveling Stanley cups approach is in stark contrast to the movie’s plot: Lively’s protagonist, a budding florist named Lily Bloom, falls in love with a physically abusive man (Baldoni). Lively’s seeming lack of concern or emotional intelligence about this sensitive topic has raised questions and backlash about whether she knows what kind of movie she’s made, and it’s making some question what we thought we knew about Lively herself.