This morning a cadre of professional music elite – Coldplay, Rihanna, Kanye, Madonna! – switched their Twitter avatars to solid blocks of Commodore 64-reminiscent cyan as a sign of solidarity with fellow rich person Jay-Z. The electric blue hue in question is the official color of Tidal, the new music streaming service which Jay-Z will officially launch in about an hour.

Tidal promises higher fidelity music than existing competitors like Spotify. But, the understanding, so far, is that the service will also cost subscribers more per month than its rivals – and there is no free version. From the get-go, this turned some music lovers literally red with frustration. While Jay-Z’s viral effort has garnered its share of supporters, nothing beats a successful Twitter campaign like said campaign’s inevitable backlash. Here are a few notable quotables: