First there was the Facebook page professing a deep seated (ahem) admiration of Pippa Middleton's rear end - 170,000 fans and counting - now we have 128,000 people pledging their allegiance to "Princess Beatrice's ridiculous Royal Wedding hat".
Liking the page does not appear to be a passive activity either as the princess's headgear has become a photo meme.
Many members are posting their own mocked-up pictures of the hat on a wide variety of individuals from The Hulk to Oprah and in various unlikely situations (cat toilet, magic mirror, Star Trek weaponry... )
Despite the mockery Phillip Treacy who designed both Beatrice and her sister Eugenie's hats countered: "I thought they looked gorgeous and beautiful. But no one is crying if anyone didn't."
Here's a selection of the internet's creative offerings:
If you're still craving more hat-based hilarity there's also a Tumblr blog dedicated to That Hat as well as other terrible hats worn by the princess over the years.
Who could forget this beauty?
For a look at the rest of the best and worst royal wedding hats just check out our gallery of fabulous millinery below.