One shopper is putting Costco‘s $5 Kirkland Signature hats on blast, arguing that he won‘t spend his money on free advertising for the store.

In a viral video that has amassed over 333,000 views on the social media platform, user TheRealJDub (@therealjonwebb) explained why he thinks Costco selling a hat with the store’s signature brand on it is absolutely absurd.

“Who spends their own money, even if it is only five dollars, to be an advertisement for Costco?” the TikToker asked. He shows off the hat that has the Kirkland Signature logo on it. “That’s f*cked up.”

Kirkland Signature is Costco’s brand for many of the products sold in the store, from foodstuffs, kitchenware, and pet food. In the comments section, some commenters agreed with the TikTok creator. “I feel this way about EVERY/ANY brand that folks plaster logos of onto themselves,” said one user.