We need to talk about S-Town.
The podcast, centred on local Alabama eccentric John B. McLemore, has been downloaded more than ten million times in the first week of its release.
The think pieces have followed suit. Was this show, from the same team that created that other huge show Serial, a triumphant podcast or a hot mess with no storyline that just bored everyone?
People, it seems, are firmly in two camps: Love it, or dump it in a trailer park trash can and set in on fire.
My phone is lit with complaints about the hours "wasted" on it. And people are crying out to me "It's a podcast for snobs".
Yes, there's a certain amount of wanker status that comes with deeply appreciating a seven hour tome made by This American Life. Yes, there is a reputational bias that exists here, that basks this show in a certain favourable light. Yes, I don't have children, or a life, so I can spend seven hours listening on a weekend.
The scores of gushing reviews online, and the almost universal acclaim have led some to a feeling of alienation; that if they stick their hand up and say "I didn't like it" or "what was the fuss", they'll be persecuted or judged unfairly.