Serial, as you likely know by now, is a podcast that investigates a 15 year old murder that led to the conviction of one Adnan Syed, who’s serving a life sentence for fatally strangling his ex-girlfriend, Hae Min Lee, in a Best Buy parking lot in the Baltimore area.

One thing host Sarah Koenig has done during the weekly series is retrace Syed’s steps according to the prosecution’s timeline—this includes what he did before and after the murder. A crucial (and questionable) part of the prosecution’s timeline is that Syed made a phone call from a Best Buy parking lot pay phone just after strangling Lee. That Best Buy still exists today and has no pay phone in the parking lot, and some believe there was never one there, which, if true, is a pretty big deal.

The mysterious pay phone has been a hot topic amongst fans, and Best Buy apparently saw it as a branding opportunity, tweeting this afternoon: “We have everything you need. Unless you need a payphone. #Serial”

Cue an immediate Internet backlash, with almost every reply reminding the company that Serial isn’t fiction; a real human being was murdered. The tweet is still up, but they eventually apologized about an hour later:

Let this serve as a cautionary tale for whoever does social media for the Crab Crib.