Following the Lunchly controversy, a portable pre-packaged box full of chemical slop that barely passes as edible meant to compete with the established Lunchables brand, influencers Logan Paul, MrBeast, and most notably, KSI have been tirelessly defending their product against criticism from other influencers and fans across the internet. To divert attention away from the obvious health risks of Lunchly, KSI released a new hit single called “Thick Of It“ on Oct. 3.

With the Lunchly hate deflected and now targeting KSI’s new song, the three collaborating influencers have what they want, but at a cost. Internet users across the globe have been poking fun at the song, including but not limited to Jake Paul, Drake, and even KSI’s own brother, Deji. Many laughed hysterically upon hearing the lyrics for the first time and for good reason.

The song is corny, especially knowing the context behind it. It flows like a Disney Channel song: something the average person could expect to hear the main characters singing in the next “Descendants” movie. KSI sings about his accomplishments as if he is a hero, saying “From the screen, to the ring, to the pen, to the KING! Where’s my crown? That's my bling, always drama when I ring.” That line alone was enough to spawn thousands of memes online, it was trite and fans thought the idea of KSI thinking it was an impactful line hilarious. What fans also found to be comical was the message of “Thick Of It.”

At its core, the song is about KSI’s determination, toughness, and grit that was required to become as popular and successful as he is. The problem with this message has to do with who KSI is as a person. He is relevant on the internet today because of his shady business deals, not because of how hard he worked or how tough he is. KSI used to have an internet personality, one that was positive and made viewers laugh with his jokes. Now, he is the joke. After slowly losing the personality that made him lovable to fans over the years until he was reduced to being a brand, KSI’s story is not one of grit, but of greed.

With five wins under his belt in his fake boxing career and two unhealthy products that rely solely on brand image to sell, those being Prime and Lunchly, KSI can and will do whatever it takes to earn more money, disregarding his fans. That is why the message of “Thick Of It” falls flat. KSI knows how bad his song is. He made an abhorrent song on purpose.

While KSI doesn’t seem happy about his song being hated, it’s exactly what he wants. Hate fuels publicity, publicity fuels his products, and his products fuel the money that flows into his wallet. What KSI did was redirect criticism to his song, while simultaneously using his song to promote Lunchly to kids. “Thick Of It” becoming a popular meme only serves to help KSI and his managers in the long run.

In the end, KSI, Logan Paul, and MrBeast win if the internet continues to make fun of them. The best way to counter their marketing schemes is to ignore them, which, unfortunately, is far easier said than done for the internet. With marketing schemes specifically designed to garner hate, the Lunchly controversy won’t be going anywhere anytime soon.