It's the first day of December, and that means that the Christmas hype train can really start rolling along now - as if it hasn't been doing exactly that for about two weeks already.
It also means that millions of people up and down the country will be rushing downstairs each morning to open the doors of their advent calendar for a brief moment of surprise and a lovely chocolate.
It's a simple pleasure, but one that people take very seriously it would seem.
There has been widespread outrage among people who have bought Mars' Celebrations advent calendars this year. Upon opening the very first day of their advent calendar thins morning they were greeted by - wait for it - a Bounty bar.
It turns out that people are pretty damn angry about that. Twitter is ablaze with people complaining about what they see as a travesty:
What kind of monster, indeed?
As you can see, people feel pretty strongly about this. Obviously, there are larger problems at stake in the world than this, but people love any excuse to have a good moan - especially at Christmas.
Not everyone feels the same though. Others have made their opposing feelings on the Bounty known. Some folk still love a coconut chocolate moment:
Fear not, Bounty fans, you are not alone.
The question remains: does Mars know what it has unleashed on the world? Is this just a piece of top trolling? Does it even matter?
A spokesperson from Mars Wrigley Confectionery UK told LADbible: "Every year we enjoy seeing the debates rage about the nation's favourite Celebrations. We've been doing some of our own polling to find out more, so watch this space..."
Featured Image Credit: Mars