A holiday season advertisement for Peloton earned so much social media ire that it tanked the luxury stationary bike company’s stock by nearly 10%, knocking almost $1 billion from the brand’s value.

There are lots of reasons to deride Peloton. For starters, markets wildly overvalued its IPO, following the trend of utterly ordinary businesses like WeWork successfully duping investors into thinking they’re extraordinary until it’s too late. Stationary bikes, in general, provide a highly inefficient workout (with the potential to damage the genitals to boot), and overpriced brands like Peloton (bikes start at $2,245 plus at least $13 a month for membership) promulgate the myth that fitness requires vast riches.