Photo: PA
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."
Hmm.
Here's a selection of the internet's creative offerings:
Beatrice may be the first royal pastafarian or perhaps she's just enjoying a royal flush?
Is it a portal to another world... or a simple catflap?
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?
At least she didn't wear it to the wedding. Photo: PA
For a look at the rest of the best and worst royal wedding hats just check out our gallery of fabulous millinery below.