But once the wheels of the online public-shaming machine get rolling, there’s no stopping it. In an unexpected twist, the TikToker whose video started it all had actually been talking about a different guy named Caleb. The response turned out to be wildly outsize in comparison to the accusations against him one person said he’d sent her an unsolicited dick pic, but besides that, people basically said he’d ghosted, “love-bombed” them, or was dating multiple women at once.which, sure, kinda sucks, but in the normal and nonabusive way any veteran dating app user can probably attest to. Tons of commenters flooded West Elm’s social media with calls for him to be fired. Quickly things got out of hand - screenshots of his Hinge profile were soon circulating on TikTok, tabloids published his full name, and brands joined in in droves. Within days, TikTok was full of women saying they too had gone out with the 25-year-old furniture designer for West Elm and had also been ghosted or subjected to other miscellaneous fuckboy-ery. “NO WAY I MATCHED WITH HIM TOO,” another wrote. The comments came quickly - “Is it the West Elm guy?” one person asked. It all started in January, when one woman in New York made a TikTok about getting ghosted by a Hinge date whose name was Caleb. Much like with “ Couch Guy” in 2021, a mob of TikTokers banded together this year to launch a ruthless and disproportionate pile-on against some random dude. Tucker Carlson filmed a very long rant about the ~woke agenda~, complaining that the brown M&M had become “ less sexy.” Then people wondered if Tucker Carlson actually wanted to have sex with a cartoon candy. Others thought she should be allowed to be cute and comfortable. Culture writer EJ Dickson wrote, “Let the Green M&M Be a Nasty Little Slut.” Some people wondered why they downgraded her footwear game so much. First, there were the memes about the new Green, who now was sporting what appeared to be fake Adidas Stan Smith sneakers. Without her thigh-high white go-go boots. But Green was shown without her false lashes. Red was going to tone down the bossiness (character growth). Orange was going to acknowledge his anxiety (good for him). Twenty days into the year, one piece of news broke that defined a rabid and explosive corner of online discourse: M&M’s unveiled its “ more progressive and dynamic” new mascot designs.
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