So this morning, Foodepedia published their review of Heston Blumenthal's new restaurant Dinner. Like every other review under the sun, it focused on Blumenthal's signature starter Meat Fruit, but not in a way you might expect.
I've screen-grabbed the piece as it was first published above, but the writer Nick Harman seemed to think it would be amusing to suggest that "Meat Fruit" was in fact the name of a gay man with a sidekick called "Bull Dyke".
A few of us on Twitter and in the comments on Foodepedia objected to this cheap and childish homophobia, and its derision of the efforts by local authorities to teach and inform.
Rather than apologise, Foodepedia's response was to align itself with Jeremy Clarkson (a figure notorious for his unreconstructed views) and to insinuate that we just didn't get the joke. See screen-grabs below - the equivalent of a big f*ck you.
And when we expressed disbelief at this Twitter response and their amended review, they actually enquired if they should reinstate the original text.
So why are we getting so worked up about this?
"These are just words", said one critic;
"There are better things to get angry about", said another;
"It's political correctness gone mad", said a third.
NO. This is not just a case of political correctness.
These kind of comments, published in a forum which people will take seriously, are an example of the type of insidious and invidious homophobia which pervades the world and needs to be held up as intolerable.
To suggest that such words have no effect or power is naive and dangerous.
Accepting this kind of language breeds contempt, prejudice and hatred.
Accepting this kind of language means somehow in 2011 Clintons thought it would be okay to sell a greeting card where a superhero called "Batty Boy" wears a pink frilly costume just to sledgehammer the "humour" home.
And of course, now I come to think of it, Paki and nigger are just words too, right? Right?
Because casual homophobia isn't the only form of stealth prejudice polluting this world.
We get it, Adrian. You're round-eyed, because us Orientals are slitty-eyed. Hilarious.
And of course, you're rather fond of the word "dyke" too.
Or what about Frankie Boyle and his entire career taunting disabled people?
"Don't be so over-sensitive - we're just having a laugh".
Just because they're not actually hanging homosexuals or wearing a Ku Klux Klan hood, it doesn't excuse this behaviour.
And Hanlon's Razor ie the argument that the words come from stupidity rather than malice is no excuse either - the effect is still the same.
It is not funny or clever to pick on people for being different. It's lazy and bullying. It can cause people to become withdrawn, depressed, even suicidal.
All of this is why we have to make a stand and object.
The first few years of secondary school, there was a group of boys who would constantly yell "Currant Bun" at me because I had a "brown face and little black eyes". They made me hate them and worse, I'm ashamed to say, hate my own skin.
Eventually I got my eldest brother to have a word with one of them. The next day they all stopped.
This is just me having a word.
Stewart Lee says it best (added after a tip-off by Food Urchin)