Nothing says ‘this doesn’t bother me at all’ like dozens of feverish tweets, reaction posts and fake apology videos in response to ‘this’.

‘This’ is the criticism levelled at ‘better-for-you lunch option’ Lunchly, which is sending KSI, one of the YouTube-famous trio behind the brand, into a treacle-on-a-duck’s-back media meltdown.

The privately schooled 31-year-old recently posted a 15-minute video, (EVERYBODY HATES US RIGHT NOW!), mocking the flood of flak the brand has received across social media by reading negative comments out in silly voices, strained-laughing off each one and digging up dirt on posters.

Of course, his reaction sparked a flurry of reaction reactions (reactions to the reaction reactions can’t be far away) – which have been unanimous in their verdict. And it’s not good. Possibly the worst assessment KSI’s young audience could serve: “so cringe”. As one commenter summed up: “bro is rattled af”.

The phenomenon this week drew analysis from The Rest Is Entertainment podcast (on demand) where hosts Richard Osman and Marina Hyde skewered the whole shebang.

Osman was uncharacteristically angry, particularly at KSI’s point that the CEO of Kraft Heinz – which makes Lunchly competitor brand Lunchables – hasn’t suffered the same hostility.

“You have to own it,” he said. “Don’t look at all those comments and say they’re morons. Own it.”

But it was Hyde who really nailed the situation. “The idea of the infomercial for us was death… these people, a huge number of these mega YouTubers essentially work in the infomercial business,” she explained.

A bleak realisation that KSI’s implosion is fast bringing to legions of his fans.

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