The news that Greggs has launched a vegan sausage roll has sent the UK into the mother of all tailspins.
The Piers Morgans of the world, who spend their time preaching about the benefits of the free market, are oddly enraged about Greggs introducing a new product to cater to a growing consumer group.
Most people are either happy of ambivalent, because it's not as if there’s anything bigger British people should be worrying about.
But those who care have taken time out from calling millennials “snowflakes” to become fully, frothing-at-the-mouth, keyboard-smashing furious about the Greggs vegan sausage roll.
One Twitter user, @Cleverdics, has taken pettiness to a new level by filming himself buying the new sausage roll then throwing it in the bin. Because nothing destroys a product faster than, er, paying money for it. Right?
Naturally, given the sheer ludicrousness of the video and the whole furore, people have roasted him for it.
Perhaps he needs some (vegan) ice for these burns?