Last month, Chick-fil-A president Dan Cathy told the Baptist Press that his company backed "the biblical definition of a family," and opposed same-sex unions.
Almost immediately, Americans were taking sides, taking the fast-food restaurant owner's views as seriously as federal election candidates'.
The Jim Henson company pulled its toys from Chick-fil-A's kids meals.
A fake Facebook account in support of the company only helped spiral the situation into a PR disaster.
(Hint: If you want to set up a fake account, don't use a stock image as your profile pic. Everyone's Harriet the Spy these days.)
On Wednesday, thousands of customers, urged by former Arkansas governor Mike Huckabee, flocked to Chick-fil-A to show their support of Cathy's stance. The "Appreciation Day" set a one-day sales record, the Associated Press reports.
One gay employee called the day "hater appreciation day."
Today, gay rights activists and supporters are conducting their own event at Chick-fil-A restaurants: a same-sex "kiss-in."
Dallas political activist Carly McGehee came up with the idea. She tells Reuters that over 15,000 people have agreed to join the protest since she posted the event on her Facebook page last month.
"Without question, Dan Cathy has every right to voice his opinions and beliefs," Herndon Graddick, president of the Gay and Lesbian Alliance Against Defamation, said in a statement to the Associated Press.
"But he should meet and get to know the people that he's speaking out against — the people who are harmed by his company's multi-million dollar donations to anti-gay hate groups working to hurt everyday LGBT Americans and break apart loving families," Graddick said.
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In response to the impending lip-lock protest, a Chick-fil-A spokesman said it was "another opportunity for us to serve with genuine hospitality, superior service and great food."
Some Facebook users suggested making out at KFC instead, shifting profits and attention to a company they'd rather support. Others suggested bringing canned goods to the kiss-in to make the event more philanthropic.
Kiss someone and eat chicken. Today's protests are way more fun than the picketing, sandwich boards and hunger strikes of yesteryear.