Uber has unleashed its brand new logo. It has dropped its 'U' and replaced it with *cues drumroll* THIS...
It didn't take long for an inevitable Twitterstorm to ensue.
Some people thought the logo looked a bit like a spoon.
Others likened it to a polo mint, a doughnut, and even *coughs* a bumhole.
But most people compared it to '80s video game gobbler Pac-Man.
One person thought it could be a villainous cousin of the arcade icon.
Perhaps his mission is to eat up drivers from rival taxi firms, as this chap suggests.
Others thought that poor Pac-Man might have eaten something unsavoury.
Or needed a filling or two in his freakishly large mouth.
Uber's founder and chief executive Travis Kalanick said: "The old Uber was black and white, somewhat distant, and cold.
"This belied what Uber actually is – a transportation network, woven into the fabric of cities and how they move. To bring out this human side –the atoms – we've added colour and patterns."
So there we are.