When Beyonce announced at the NBA finals that she'd be making a big announcement the next day on Good Morning America, people tuned in expecting something on the lines of, "I'm pulling all my music off Tidal", "I'm expecting triplets" or "I'm touring the moon". However, the "big announcement" turned out to be a totally bland piece of chat about her new vegan lifestyle and food delivery service.
"This is something I have to share with everyone," she'd said before the show, for some reason.
Human beings hate a few things, but two of them are "crushing disappointment" and "people talking endlessly about why their diet is better than yours". Speaking on Good Morning America, Queen Bey bored everybody senseless regaling low-octane tales of how a vegan diet has improved her looks and health. “I felt like my skin was really firm, a lot tighter than when I deprived myself of food, and the weight stayed off," she said.
Once the show segment had finished, people immediately voiced their discontent. People felt let down, betrayed – this wasn't what they'd woken up early for. Most of all, it wasn't fair.