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Credit: Nicole Weingart/Bravo

Did Scheana Shay snub Lala Kent on her birthday because Lala failed to promote her new book, My Good Side, in a way she approved of?

As Tom Schwartz, 42, honored Lala on her 35th birthday, September 2, with a post on his Instagram Story, the 40-year-old Vanderpump Rules cast member was radio silent about Lala, whom she called out on her podcast days prior for sharing just one post about the memoir in which she was tagged.

“Scheana didn’t post for Lala’s birthday,” The Bravo Investigator revealed on September 3. “Do you think it’s retaliation for Lala not posting more than a picture of Scheana’s book with just [Scheana]?”

After the post was shared, some suspected that there was no real drama between the ladies, but rather an effort to create buzz and potentially land themselves in full-time roles on the upcoming third season of The Valley.

“Beef for The Valley hahahaha they [are] desperate,” one person wrote.

“I think it has more to do with the Valley picking up filming soon and who got a spot and who didn’t, or trying to create drama so they get screen time … We know these two live to self-produce,” another alleged.

A third fan said Scheana and Lala were “not good” as they suspected Lala would align with Janet Caperna, 35, for The Valley season three. 

In other Lala Kent news, Tom did honor her on her special day with a post poking fun at the ongoing romance rumors regarding the two of them.

“HAPPY BDAY … to my imaginary internet [girlfriend,” Tom wrote, as seen in a screenshot shared by Bravo’s The Daily Dish.

[Image: The Daily Dish via Lala Kent/Instagram]

Months ago, after fans suspected there was chemistry between them, Lala addressed the matter on her podcast, Give Them Lala, with Tom as her guest.

“People always said that… We talked about it. I feel like I would be way too high-strung and intense for you,” she told her castmate.

“Remember, these were your words: You would chew me up,” he replied. “No, I think you said, ‘I eat pieces of sh*t like you for breakfast.’”

Days later, on Tom’s podcast, Detox Retox, he and Lala spoke more about the rumors.

“If it’s on the internet, it’s true, right?” he laughed. “I woke up today, the first thing I saw from my good dear friend, Jesus, who you’ve met, [is] a text, he’s like … what’s up with you and Lala? And then he sent me a screenshot of this [rumor]. And then I got another text from somebody else, another article, rumors abound today that we’re dating.”

“I won’t even lie, Schwartz,” Lala admitted. “Since the podcast that you did, my podcast, I’ve had some dreams. And I wake up [like], what the f*ck?”

The Valley season three is currently in production.