I admit it: I’m a coffee snob. As I write this, I’m drinking a cup I just made using a Chemex pour-over, from freshly-ground, overpriced Ethiopian beans, like a total douchebag.

But my love of coffee isn’t without reservation. In particular, coffee culture, and the whole third-wave coffee movement, always rubs me the wrong way. As Anthony Bourdain put it, “I don’t want to wait for my coffee. I don’t want some man-bun, Mumford and Son motherfucker to get it for me. I like good coffee but I don’t want to wait for it, and I don’t want it with the cast of Friends. It’s a beverage; it’s not a lifestyle.”

So I couldn’t help but love this McDonalds ad, which takes a playful swipe at the hipster cafe:

Touché.