Will the sponsors want their $10 million in gifts back? Will Keeping Up With The Kardashians suffer? Will there be a breakup special? And, most importantly is, is there a man big enough to withstand bulldozing by the Kardashian machine?

"After careful consideration, I have decided to end my marriage," Kim said in a statement. "II hope everyone understands this was not an easy decision. I had hoped this marriage was forever, but sometimes things don’t work out as planned. We remain friends and wish each other the best.”

Ryan Seacrest, executive producer of Keeping Up with the Kardashians broke the news on Twitter: “Yes @kimkardashian is filing for divorce this morning. I touched base with her, getting a statement in just a few mins.”

But the news isn't going down easily with Kris who released his own statement:

"I love my wife and am devastated to learn she filed for divorce," he told E! News. "I'm committed to this marriage and everything this covenant represents. I'm willing to do whatever it takes to make it work."

When does the new season start?