In a masterful display of how not to conduct public relations, the Old State Saloon in Eagle, Idaho, kicked off its inaugural 'Heterosexual Awesomeness Month' as a tongue-in-cheek counter to LGBTQ Pride Month. Why Idaho, you might ask? Because apparently, when potatoes are life, shaking up the cultural landscape isn't too far a stretch.

Mark Fitzpatrick, the bar owner, launched this celebration citing his religious beliefs and discomfort with LGBTQ Pride Month. To really make things interesting, each Monday is now 'Hetero Male Monday' where heterosexual males—those dressed in attire "appropriate" for heterosexual males—can enjoy free draft beer. No word yet on how they're verifying that dress code. Perhaps a subtle mix of cargo shorts and an exaggerated bravado?

Not to be outdone, Wednesdays are now 'Heterosexual Couples Day' featuring a tantalizing 15% discount. If only our enjoyment of a drink were solely about the sexual orientation of the customers next to us. But hey, why not? If you're gonna stereotype, you might as well go all out and sell shirts that scream "Beers for Breeders."

This novel approach to awesomeness quickly went viral, capturing both the ire and applause of social media users across the nation. Fitzpatrick claims it's “no hate at all, it’s a love thing”, an interesting interpretation, especially after sharing an image of a child vomiting a rainbow, captioned “Protect the children.” Because nothing says love quite like a poorly executed meme.

Despite the backlash, the saloon has seen an uptick in business. It recorded its biggest Monday sales, with crowds traveling significant distances to visit. Apparently, irony and beer are a potent combination that even an uncomfortable cultural milieu can't dilute.

Fitzpatrick expressed his belief that the promotion of LGBTQ Pride Month had become too extreme and was in need of some countermeasures. Enter 'Heterosexual Awesomeness Month,' the perfectly rational antidote. It was, as one might expect from such ingenious marketing, a last-minute conception. More like the last free thought you have in the car, moments before walking into a public relations calamity.

Tensions have already been high as reports of vandalism against Pride banners and flags in multiple towns have been surfacing, with federal agencies warning that Pride events could be potential terrorist targets. Because what better way to lower the temperature on a heated national conversation than by fanning the flames in the most "awesome" way possible.

In case it wasn't clear, Fitzpatrick encourages other businesses to celebrate a similar 'Heterosexual Awareness Month.' Yes, nothing spells solidarity quite like creating more divides during a time intended to bring people together.

So here's to 'Heterosexual Awesomeness Month,' may it stand as a shining beacon for those who confuse support with superiority, and "awesomeness" with, well, something a bit more cringe-worthy. Cheers.