J. Cole’s commercial success has come with plenty of associated memes, fan theories, and criticism to boot. Regardless of how listeners personally feel about Cole’s rhymes and his devoted fan base, the North Carolina rapper’s outlook on life and some of his fellow rappers makes him a polarizing figure. The Hampton Inn in Sandy, Utah took advantage of the popularity of Cole’s new album 4 Your Eyez Only to draw some attention to their establishment via a direct, digital slight at Cole.

A tweet from the hotel showed one of the property’s suites with the caption, “Is the new J Cole album putting you to sleep early? Stop on by and stay the night with us at the Hampton Inn Sandy!”

Fans and detractors joined in on the tweet savagery with their own retweets and responses:

LMFAOOOOOOOOOOO I'm staying there now https://t.co/9li3X8o6Hz — Grape (@GrapeSodaPapi) December 9, 2016

I can get you a double queen room with ZERO strings attached. 👌😊 https://t.co/ykeuJACa9Z — Hampton Inn-Sandy UT (@HamptonInnSandy) December 9, 2016

While Cole continues to divide audiences about his depth (or perceived lack thereof), there’s not much debate about his commercial impact. Industry insiders, most notably HitsDailyDouble, are predicting the first-week sales of 4 Your Eyez Only to range between 500,000 and 750,000 units sold.