It was the awkward moment that went viral following Phil Mickelson’s incredible PGA Championship major win.Brooks Koepka – four time major champion – rolling his eye and blowing up deluxe as compatriot and Ryder Cup teammate Bryson DeChambeau walked past him, muttering something under his breathe.“I f***ing lost – lost my train of thought,” Koepka sighed as DeChambeau walked past, following a Golf Channel leak. “Hearing that bulls***. F***ing Christ!”But what if it was a stroke of genius? An orchestrated plot to boost their profile on google and across social media?Earlier this year, the PGA controversially announced they had created a new bonus structure in the sport in an effort to reward the biggest names I gold each season.The Player Impact Program started on January 1 in an effort to “recognise and reward players who positively move the needle.” Watch LIVE coverage from The USPGA Tour with Fox Sports on Kayo. New to Kayo? Try 14-Days Free Now >Crowd LOSES it over Mickelson magic | 00:47At the end of the year, the $40 million pot will be distributed among 10 Tour players. The player who has “moved the needle the most” will receive $8 million.Golf coach Rick Shiels believes the incident between Koepka and DeChambeau was “a bit staged”.Theory it may be, given the duo have been at one another for years, but given the high stakes on offer, it’s not as far-fetched as it sounds.“I want to believe it wholeheartedly, I really want to believe it, but something feels like it’s planned,” Shiels said on The Rick Shiels Golf Show. “Both golfers are quite fiery, certainly Brooks is, he’s not scared about saying his opinion, he’s been a few beefs before and he’s open to saying what he thinks, and obviously Bryson is as well,” he said.“A lot of questions around this $40 million social media pot that the PGA has out there at the moment. “This idea if you have raised more publicity for the PGA tour, you get rewarded at the end of the season. “I’ve definitely seen a trend of tour players starting to do much more social media. “We’ve seen the Vlog that Bryson’s released; Phil on social media just going mental. I think his tweeting after the PGA wasn’t him, but his talking in the car park has to be Phil.”“I think there’s a big push on social media at the moment. “I feel like this is brewing to turn into something whether it’s a big money match, or, I feel like golf like this could be turned into boxing soon.”Brooks Koepka and Bryson DeChambeau attend the launch The Abu Dhabi HSBC Championship in the United Arab Emirates on January 14, 2020 . Photo: Getty ImagesSource: Getty ImagesFor years boxing matches have been built around the drama and theatre of slagging off at one another.The built up tension continues to sell papers and drive engagement on social media and online, and has helped fuel the rise of the UFC.Now, golf, in an attempt to gain cut through, it would seem, have adopted a similar approach.Shiels’ producer, Guy Charnock, believes it’s a good thing for the sport.“I think it’s good for golf though,” he said.“If you think about, when a golfer comes onto the scene, you see them obviously on the golf course, you might see them do a five-minute afterwards, [but] you don’t really get to know much about them as a person. “It’s only on when they’ve been on the scene so long that you feel like you know them. Like I don’t feel like I know Matt Wollfe for example, like what do you know about him? You feel like you might know [Ian] Poulter a bit because he’s been around the scene for so long, obviously the Ryder Cups you can kind of gaze their personality, but even like Rory [McIlroy], what do you know about Rory, really? You don’t.”In recent years Mickelson’s popularity has soared worldwide.His ‘Phireside With Phil’ videos on Instagram have given an insight into the man behind the swing. Last November, Mickelson spoke about the importance of club head speed and hitting “bombs” as he drove up Magnolia Lane at Augusta National Golf Club.Earlier this week, he showed footage of him drinking wine out of the Wanamaker Trophy.