June 2, 2016 3:50 AM EDT

Three glass beakers of steamed milk, coffee and hot water were all it took for writer Jamila Rizvi’s photo of “deconstructed” coffee in a Melbourne café to go completely viral.

“Sorry Melbourne but no. No no no no no. Hipsterism has gone too far when your coffee comes deconstructed,” Rizvi wrote in the caption. “I wanted a coffee. Not a science experiment. I prefer to drink my beverages out of crockery and not beakers.”


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Sorry Melbourne but no. No no no no no. Hipsterism has gone too far when your coffee comes deconstructed. I just…

Posted by Jamila Rizvi on Monday, May 30, 2016

Since Tuesday her post has racked up more than 2 million views and 22,000 reactions on Facebook, and social media has exploded with posts ridiculing the apparent hipsterism, from photos of “deconstructed” wine and whisky, to ideas of how to avenge deconstructed coffee.

But the manager of the Melbourne café, Lisa Wearmouth, insists she has not helped the world reach peak hipster. Wermouth told the Australian Broadcasting Corporation that the concept allowed picky coffee drinkers to “choose what they want and make it how they want to.”

But after several million views, thousands of Google searches and interview requests, Rizvi urged the internet to wake up and smell the coffee.

“To be honest, the whole thing is rather bemusing,” she said in her latest Facebook post. “And also, a little sad.” She elaborates that with Australia in the middle of an election campaign, there are far more “serious conversations that need to take place.”


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