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It was great when companies began embracing the LGBT community in ads and on social media. It wasn’t a popular thing to do—heck, you might risk a boycott. At this point, though, it’s just getting silly: Burger King has announced it will sell “the Proud Whopper”—a regular Whopper in a rainbow wrapper and an inscription that reads “”We are all the same inside.”

“It showcases who we are as a brand,” Fernando Machado, the fast-foot chain’s senior vice president of global brand management, told USA Today. “It shows how we, as a brand, believe in self expression.”

Now, keep in mind that the Proud Whopper will only be on sale in one BK location—on San Francisco’s Market Street.

And it will only be on sale till Thursday.

And we’re not even in Pride month anymore.

But before we get all Grinchy, we should say that 100% of sales of the Proud Whopper will be donated to the Burger King McLamore Foundation for scholarships benefiting LGBT high-school seniors. And BK was a sponsor of SF Pride last weekend, when the burgers first went on sale.

Still, we wish these babies had been around when the whole Chick-fil-a dustup happened. That would really have been putting their money where our mouth is.