After the success of its latest book, Icanhazcheezburger.com is obviously seen as "a place where all those internet people go," so Paramount thought it'd submit a LOLcat to advertise the new movie Hotel For Dogs. Big mistake.
To the LOLcat community, this was seen as an invisible slap in the face similar to the one Nike delivered to Xiao Xiao with its infamous "stickman" commercial.
The community could have protested in any number of ways - an online petition, a boycott of the film - but instead, it did what it does best: Bedeck pictures of cute animals with grammatically horrifying captions. Well, really, what else did you expect?