And with that, middle-class journalists and bloggers let out a collective scoff and churned out think-pieces and tweets ranging from dismissive nonchalance to disdain to the extent that you'd think they were reacting to the news of a new Royal baby.
I hadn't seen such a negative response to a fast food promotion since 2009, when KFC (US) brought semi-pro level gluttony to the masses with its release of the Double Down - kicking off a trend of replacing the boring components of fast food meals - empty carbs like bread and crust - with more "EPIC" things like some meat, and some meat with some cheese on top of it.
There was an argument for the Double Down's vilification though - replacing a bread bun with two pieces of fried chicken isn't conducive to anybody's healthy diet besides that of an Olympian in training, or an alligator. Its critics critics had an angle, at least.
With Pulled Chicken though, KFC are guilty of a much more serious crime than promoting excessive consumption - they're trying to be cool. They've seen a new type of fast food emerge over the past couple of years - served in repurposed warehouse spaces and NPC car parks on Friday nights, they think it looks fun, and they want to join in. The response they've been met with is a resounding "You can't sit with us".