Amazon.com Inc. AMZN, +2.49% announced on Friday that it would buy Whole Foods Market Inc. US:WFM for $13.7 billion. The internet wasted no time in pointing out the irony in Amazon, home to cut-rate deals and free shipping, taking over Whole Foods, home to $6 asparagus water, ornamental kale and $80 honey.

The “Whole Paycheck” reputation has dogged Whole Foods for years. Chief Executive John Mackey addressed price during the company’s quarterly earnings call in February, saying the company must be conscious about the cost of its merchandise because “nobody wants to feel like they’re being cheated.”

He said that while Whole Foods doesn’t always have to be the least expensive option, the company has to be “price relevant” to keep up with the competition.

See also: Why Amazon’s acquisition of Whole Foods could cut your grocery bill by 23%

Whole Foods sent out an email to customers on Friday morning, addressing concerns of how the foods might change.

“We will continue to operate our stores and deliver the highest quality, delicious natural and organic products that you’ve come to love and trust from Whole Foods Market,” the email said.

See also: Amazon ‘will be a top 5 grocer in the U.S.’ with Whole Foods acquisition

In any case, the people of Twitter are not wasting what could be one of their last big opportunities to rag on “Whole Paycheck” before America’s most notorious bougie grocery store gets Bezos-ified.

Others have pointed out how the acquisition puts Amazon one step closer to being a one-stop shop for everything you would need to buy, especially in high-end areas.

Or you could just read the deal this way: