“Cancer mixed with full blown aids” is one of the more frequent and repugnant comments we found on the industry blogs. Says Chris who, along with mates Michael and Jari, have created the GenerHATER.

The GenerHATER is a satirical look at the hateful comments that are all too commonplace in the industry.

‘Because why should people too busy with their own work miss out on insulting others’. Says Jari who, if you ask, will look you straight in the eye and tell you he’s not being sarcastic.

The boys trawled sites like Campaign Brief to find and aggregate the most common zingers. And, having done the research, they’d be the first to admit that some of the comments are pretty creative.

But it’s wasted creativity.

“Hate hate hate” says Michael, who’s better known in the industry as Fudge - a named bestowed upon him by Pat Vitetta; after a fagioli bean, which means ‘little bean’ in Italian.

What Fudge means is, this isn’t condemning feedback. Peer feedback absolutely has a role in our industry. It simply makes the point: if a robot can come up with the same-old burns then they don’t count for much, do they?