In Scottsdale, Ariz., there is a restaurant so far gone that even Gordon Ramsay's shouting cannot save it.
In fact, the owners of Amy's Baking Company so terrified the man behind "Kitchen Nightmares" that he decided to quit working with them rather than endure them any longer.
If you haven't visited the nooks of the Internet where discussion of this has been bouncing around, you are missing out. It's brilliant and unhinged in the way of all things that go viral.
The owners were shown taking waiters' tips, berating customers, insisting that patrons do not know what kind of food they want, firing waitstaff, shouting at Ramsay and generally refusing to accept any criticism.
Then, as if to counter viewers' suspicions that this insanity was staged, the Facebook page of Amy's Baking Company lit up with insults as, it appeared, co-owners Amy and Samy Bouzaglo inveighed against the websites where "online bullies" had given them negative reviews.
Most posts are unprintable, but some highlights include: "I AM NOT STUPID ALL OF YOU ARE. YOU JUST DO NOT KNOW GOOD FOOD. IT IS NOT UNCOMMON TO RESELL THINGS WALMART DOES NOT MAKE THEIR ELECTRONICS OR TOYS SO LAY OFF!!!!"
As a general rule, if you are the one typing in all caps, insisting that everyone else is wrong, they are not wrong.
The page featured several posts along those lines and then suddenly announced:
"Obviously our Facebook, YELP, Twitter and Website have been hacked. We are working with the local authorities as well as the FBI computer crimes unit to ensure this does not happen again. We did not post those horrible things. Thank You Amy&Samy."
Hmm. This "hacker" has an awful lot of spare time and an uncanny ear for dialogue.
The Amy and Samy story is essentially a master class in How to Lose an Argument on the Internet. The basic steps, for anyone curious:
* TYPE IN ALL CAPS.