A man slicing bagels like a loaf of bread has comically enraged social media users, and New Yorkers, in particular, are up in arms.
St Louis man Alek Krautmann tweeted a photo of a box of bagels he'd cut into several vertical slices, which he said creates more surface area for cream cheese or hummus.
He claimed the bagels were "a hit" with his coworkers.
Others were not so sure.
Krautmann has been labelled a "sociopath" for his "crime" of cutting bagels in the unusual fashion, which has even jokingly been described as "anti-Semitism".
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"Thank you for reporting this crime, but we only serve New York City, where this would NEVER happen," tweeted NYPD Chief of Detectives Dermot Shea.
"On behalf of the New York Delegation: St Louis, fuhgeddaboudit," tweeted Chuck Schumer, the US Senate minority leader and a born-and-raised New Yorker.
Animal rights activist group PETA and outspoken supermodel Chrissy Teigen joined in on the public admonishment of Krautmann, but tweeting a resounding "no" to what some are dubbing '#bagelgate'.
Krautmann has responded to many of the #bagelgate tweets, in one saying he simply wants people to be "open to the idea".