It is a street that is jam-packed with history, tourists and a lot of tat. Yep, you guessed it...The Royal Mile.
It is, of course, an iconic street in Edinburgh and yet many people who live here have a complicated relationship with the Mile - strictly avoiding it at certain times of the year.
And now, along with the mini tartan skirts, bang average shortbread and embarrassing "Scottish" music, a Princess Diana store has officially set up shop.
While Glasgow gets cool, indie pop-ups with thrifty clothes, Edinburgh got a gimmicky Diana Princess of Wales memorial tartan.
But in true Edinburgh spirit, the people have taken it on the chin and are finding the humour in this otherwise "weird" shop.
It all started with "good news".
Followed by GIFs.
With one user writing: "This makes no sense at all. i love it."
Another wrote: "DrBeauBeaumont and I are on the next train."
One person thought it was too good to be true and asked: "Is this actually real?"
Then this Diana Ross transformation happened.
But for others it is was "embarrassing" for the city, with one person going as far as to say they had "scored" Edinburgh off their list of favourite cities - harsh.
Elsewhere there was discussion over whether the shop has always been there but one user was adamant it has had a refit and has never been exclusively about Princes Dianna.
Will you be paying a visit anytime soon?
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