People are not happy with the casting for Marvel's upcoming Netflix series, "Iron Fist."

Thursday, Entertainment Weekly reported Finn Jones, best known as Ser Loras in HBO's "Game of Thrones," landed the role of the martial-arts expert Iron Fist.

Backlash quickly broke out on social media. Many fans had campaigned for an Asian Danny Rand under the #AAIronFist hashtag.

—The Nerds of Color (@TheNerdsofColor) February 26, 2016

But it's not just fans who are unhappy.

Prominent writers and editors in the comics industry have also publicly voiced their disappointment with Marvel's chosen actor to portray Iron Fist.

"An Asian American Danny Rand can still be all the things from the comic: the son of a wealthy businessman on an expedition in China, student of Lei Kung, lover of Misty Knight, friend to Luke Cage,” Nerds of Color editor in chief Keith Chow told ComicsAlliance. “Danny being white is not essential to any of this."

Chow also co-edited "Secret Identities: The Asian American Superhero Anthology," an anthology of original comics focusing on Asian American heroes. Chow began campaigning for an Asian actor to portray Iron Fist in 2014.

His sentiments were echoed by Marjorie Liu, a prominent Marvel writer whose work includes "X-23," "Dark Wolverine," and "Punisher."

Others, including Buzzfeed's Eugene Lee and oft-cited commenter 'blackamazon,' see this as a missed opportunity by Marvel to diversify its line-up of mostly White heroes.

—Eugene Lee Yang (@EugeneLeeYang) February 25, 2016

It's worth noting that while the "Iron Fist" comic series is heavily grounded in East Asian culture, protagonist, Danny Rand, is a blond-haired, blue-eyed white orphan.

For now, it's unknown if Iron Fist will make an appearance in either "Daredevil," coming March 18, or "Luke Cage," coming late 2016. Marvel hasn't responded to the criticism, but with at least a full year before Jones takes center stage in an "Iron Fist" standalone series, it'll be interesting to see if Marvel somehow embeds the criticism into its treatment of the series.