The Kooks Burritos controversy began in 2017 when two Portland entrepreneurs opened a pop-up shop after admitting in an interview that they 'peeked through windows' in Puerto Vallarta to learn secret tortilla techniques from local women. The story quickly went viral, sparking a massive national debate regarding cultural appropriation, intellectual property in the culinary industry, and 'recipe theft.' The public backlash was so swift and intense that the business was forced to close within days of the article's publication. Today, the meme is frequently used to discuss the ethics of the food industry, the concept of 'columbus-ing' traditional cultures, and the impact of social media outrage on small businesses.