People seemed pretty stoked when Cadbury decided to bring back Caramilk blocks of chocolate for a limited time.
It was wiped off the shelves the first time it debuted and the second coming produced similar results, with some blocks ending up on eBay for hundreds of dollars.
It was truly mad.
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But it's even madder is one bloke buying more than a dozen blocks and chucking them into a fire, purely because he finds them disgusting.
In a video uploaded to Instagram, the man said: "I'd rather bite into asbestos, this is horrible. No human should ever have to endure the pain of eating these."
It's reminiscent of the scene from The Dark Knight when Alfred explains to Bruce Wayne that some people just want to watch the world burn. Substitute 'the world' for Caramilk and we've found our real-life Joker.
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Speaking to news.com.au, the man behind the video, Bruno Bouchet, said: "I burned the 16 blocks of Caramilk because I wanted to take this horrific product off our streets.
"If I can save one person from having the disgusting experience I had, then I'll die a happy man.
"What makes Caramilk so terrible is the lack of flavour and it's plastic-like texture. Where's that love, passion effort that Cadbury put into the Marvellous Creations range?
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"Caramilk lovers are simply sheep who are led to believe they love the product when in actual fact they're falling for the oldest marketing trick in the book: 'limited edition'."
There was a lot of speculation Cadbury was bringing the chocolate back to our greasy mitts earlier this year and then, lo and behold, it was finally confirmed.
Cadbury marketing manager Katrina Watson told news.com.au: "We've listened to the tens of thousands of Aussies asking us to bring Cadbury Caramilk back.
"We couldn't ignore their passion for our golden chocolate block, so we're proud to be bringing it back."
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Rumours about the chocolate's return started when Facebook page The Grocery Geek said they had it on good authority that Cadbury would be relaunching Caramilk in August or September.
Now if you're thinking 'what's the big deal', people take Caramilk very bloody seriously.
Christian Hull started a petition on Change.org asking for Cadbury to make the flavour a permanent fixture and not just for limited edition.
Incredibly, the petition received nearly 19,000 signatures with many people calling for the same. So it's a big deal for people to watch one man burn some of their beloved chocolate.
Featured Image Credit: Bruno Bouchet/InstagramTopics: Food, Community, Australia