Those clever people at the London 2012 organising committee have revealed the logo for London's Olympic Games - and the public response has been less than enthusiastic.
Given that their spikey hedgehog of an emblem cost around £400,000 to develop, it's easy to see why the knives are out.
A London 2012 spokesperson called the logo "modern. bold [and] flexible".
Postings on Radio Five Live's 606 message board beg to differ: they call it "s**t" and "a bit urgh", and suggest Blue Peter viewers could have done a better job.
Elsewhere, claims have been made that the emblem plagiarises the logo of cult 70s kid's show, Tiswas.
The hospitality industry has more to gain from a successful Games in 2012 - so do you think this logo will work hard to enough to convince the world that the UK is a destination of choice?
let us know what you think.