Fox Media is the latest to jump on the OK Boomer meme. The grossly right-wing media giant has filed a trademark application for the intergenerational insult, and plans to name a TV show after the phrase, which (let’s face it) is the most boomer thing to do, ever.

The news was discovered by trademark lawyer Josh Gerben, who posted a screenshot of the trademark application on Twitter. According to the filing, which was submitted November 11, Fox intends to launch a reality, comedy, or game show called OK Boomer, so you can only imagine the fresh hell inside that pitch desk that made this happen.

Besides the stupidity of trademarking a meme for a TV show that’s going to come out months, or even years, after the phrase has made its way through (and out) the internet’s quick-churning content mill, the success of the meme – which has (unsurprisingly) been commercialised by the likes of teens making hoodies and ad agencies alike – will likely dampen the network’s chances at a successful trademark.

“In all likelihood, the USPTO will deny all of these applications because OK BOOMER has become a ‘widely used message,’” Gerben told CNN.

“A trademark registration will not issue in a phrase that is commonly used to convey a social or political message. This is because such a ‘viral’ phrase is incapable of identifying the source of a product or service – which is what trademarks must do to be capable of registration.”

OK Boomer.