The world of social media was simply not ready to accept the findings of a new WHO report which has categorized sausages, ham, bacon and other processed meats as carcinogens that significantly increase the risk of bowel cancer.
Twitter went through all of Kubler-Ross's five stages of grief when faced with the daunting news.
Many were in denial.
The most elaborate one came from the North American Meat Institute, an intimidatingly-named lobbying group.