Spymaster
Plastic Paddy
So what? Don't get the hate apart from the fashionable sneering. The irony of it being cool to dismiss things as shit by labelling them as being for hipsters.
It's what this site often does best.
I think it's a typical vanity project and poorly thought out. By my reckoning they're going to need to serve over 100 bowls of cereal a day just to pay the rent, rates and bills.
Good luck to them though.