The "J. Cole is boring" argument is an age-old joke on Twitter, but brands seem to be just catching on to the punchline. Taking advantage of the release of Cole's new album 4 Your Eyez Only, the Hampton Inn in Sandy, Utah, decided to crack a joke about the potential lullaby qualities of the album.

While the inn has just over 300 followers on Twitter, they managed to rack up over 2,000 RTs from the Cole slander, but naturally, they received even more backlash from Cole stans. Once again, taking advantage of the attention, they promptly retweeted and responded to their haters.

Will they attract more business from their Cole hot takes? Not likely. And with Cole looking to do 400-500k in first week sales, we're going to give him the W on this one.