While the government debates the future of Net Neutrality, Flipkart has made news by first joining and then backing out of Airtel Zero, a new platform widely criticized for violating the principles of Net Neutrality.
Psst! If that sentence up top made absolutely no sense to you, here's an explainer about what Net Neutrality is and why India is freaking out about it right now.
Today, travel site Cleartrip took a similar stand by backing out of Internet.org, an initiative by Facebook which has also faced fire for being anti-Net Neutrality.
And what ensued was 100% cute.
MakeMyTrip got in there, too. (And Flipkart invited BookMyShow.)
Simultaneously, the Times Group has committed to withdrawing from Internet.org under the condition that India Today, NDTV, IBNLive, NewsHunt, and BBC do as well.
A Times Group spokesperson reportedly said:
"We support net neutrality because it creates a fair, level playing field for all companies - big and small - to produce the best service and offer it to consumers. We will lead the drive towards a neutral internet, but we need our fellow publishers and content providers to do so as well, so that the playing field continues to be level."