T-Mobile and Verizon have taken their NSFW Twitter war too far

While football fans were busy biting their nails, T-Mobile and Verizon spent the last half of the Super Bowl making everyone on Twitter uncomfortable by trading BDSM-themed insults.

The spat started with T-Mobile's 50 Shades of Grey-esque big game commercial, in which Kristen Schaal plays a Verizon customer addicted to pain.

That ad quickly devolved into an endless, seemingly half-joking fight between Verizon and T-Mobile's Twitter accounts. Also in the ring was Schaal and notoriously foul-mouthed T-Mobile CEO John Legere -- who once accused Verizon of "raping" customers -- involving safe words, punishment and domination.

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It was all pretty creepy coming from the marketing departments of two of America's biggest telecoms. And most Twitter users were not having it.

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Please tell us the safe word required to end this beef.