Bill O’Reilly has a new book out about the assassination of Abraham Lincoln. The cover of the book is both intriguing and confusing — and perhaps for good reason.

Here’s what we think led to the cover confusion:

Bill gets the first book design draft back and hates it because his name isn’t more prominently displayed. He insists the designer redo the cover and make his name bigger.

The designer happily obliges.

Cover design version two comes across Bill’s desk. He notices that his name is way bigger than Dugard’s and approves the cover without giving it much thought.

The book gets printed and at first glance reads, “Bill O’Reilly Killing Lincoln”

The designer wins.