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The idea of a “Straight Pride” parade was widely mocked when it emerged that a group called Super Happy Fun America had applied for a licence to hold such an event in Boston this August.
Thousands of people took to the internet to deride the entire concept.
The flag actually appeared in Canada in October 2018, where it was flown in a small New Brunswick town for one day before being taken down due to widespread public outrage.
However, it raised its ugly head back into public consciousness as the news of Boston's "Straight Pride" event broke.
Almost iconic in its monochrome blandness, it invites comparisons both physical and metaphorical to all sorts of undesirable things, and now the memes are endless.
Read more: 'Straight pride’ event sends the internet into meltdown