Even 10 years ago, this would've been a non-conversation.

But today it is, because American Eagle used the g-word - genes - and because Sydney Sweeney has three flaws. She's too beautiful, too caucasian and doesn't proactively use the usual PC talking points often enough.

The first thing we should remember is that genes are a thing.

Anybody who thinks otherwise is simply wrong.

There is a such a thing as good and bad genes. Good genes are the reason why some people live unhealthy lifestyles and never have a problem, they're the reason why some people sleep three hours a night, smoke and overdrink and still look amazing.

So if there are good genes. There are bad genes. Bad genes are the reason why somebody gets sick all the time no matter how hard they try to live healthily, bad genes are the reason why that one friend you went to high school with looks 50 in their 30s.

It's ridiculous to think that's a colour thing. It has nothing to do with colour.

But, alas, they tried hard to make it, once again, a race thing.

In the ad, you've probably seen it, Sydney Sweeney says "genes are passed on from parents to offsprings and determine hair colour, personality, and even eye colour. My jeans are blue."

"Sydney Sweeney has great jeans," the voiceover concludes.

Obvious play on the fact genes and jeans sound the same.

Sweeney is caucasian, a PC (or PG) word for 'white', so I'm not sure whether the same controversy would have arisen had they used a celebrity who's not white. Probably not.

The problem with cancel culture is that if you choose to live by it, you're going to die by it.

Because sooner or later everyone says or does something that others might find offensive.

Some days I see the light. I see the tide shifting a bit. But then this ad was created, and even though so many people said the obvious, 'Offensive? For what?'.

There are still people that somehow found this offensive.