A positive way to mark International Women's Day, an act of "corporate feminism" in the face of calls for staff to be paid a living wage, or a tribute to East Asian cartoons?
McDonald's have flipped their logo upside-down "in celebration of women everywhere," according to a statement from Wendy Lewis, the fast food chain's chief diversity officer.
The inverted golden arches can be seen on McDonald's United States social media channels, and on a signpost outside one restaurant in Lynwood, California, USA.
But the act has been branded "McFeminism" by some people who have criticised "corporate-friendly" feminism, with others calling for McDonald's to focus on pay rather than "symbolic gestures"