Another day, another opportunity for people to be surprised that women have, wait for it...body hair.
That's right, years of adverts in which razors skim over already hairless shins and films where women have no hair whatever the circumstance (even if they're lost in the woods or braving a deserted island) have really done a number on us.
Now, the sight of so much as a five o'clock shadow on ladies' pits sends many into meltdown.
We don't need to remind you of the furore over Julia Roberts' 1999 London premiere of Notting Hill look, or Gigi Hadid's recent LOVE advent calendar shoot (with hair that looked more like left-over jumper fluff than anything else).
Though more and more of us are putting down the razor and eschewing the wax appointments, not everyone has gotten the memo that armpit hair on women is clean, hygienic, natural and (can we say it?) kinda cute.
Paris Jackson is one to let her body hair grow free, whilst people like Lady Gaga even go as far as to dye and add extensions to her pits.
Another woman unafraid of the natural look is Madonna's daughter Lourdes Leon.
On New Year's Day the 59 year-old icon shared a picture of her eldest daughter with that caption, 'We are Ready For You 2018! ♥️💃🏿♥️💃🏿♥️💃🏿♥️💃🏿♥️💃🏿♥️💃🏿♥️💃🏿 #llove ♥️'
And whilst some of us saw a gorgeous pic of mum and daughter, others saw a patch of hair that offended them deeply. Deeply enough that it merited a lot of commentary, apparently.
The 21 year-old's armpit garnered delightful comments such as, 'gross', 'Come on Madonna, no shock factor needed anymore, you've been there done that. MAKE HER SHAVE ITS GROSS !!' and more.
Thankfully, plenty of people do get that armpit hair is not disgusting, and leaving it to flow wild and free is a personal choice.
Some pointed out other badass females who let it be.
Including Lourdes' own mother.
Madonna may or may not have been clapping back at the haters when she posted this the days after, stating, 'Oh Wait! What was my New Years Resolution? . .......................Oh Yeah......To Give many less F**ks about what people think! #thinkforyourself #dontbeasheep #thecheesestandsalone '
Now that's a New Year's Resolution we would like to stick to.
