"Maine sucks," said nobody, ever.
But a social media movement is using that mantra to prove why Vacationland flat out rules, thanks to a trio of best friends from Brunswick.
The @mainesucks account on Instagram is two months shy of its first birthday, with nearly 4,500 followers and counting.
"It's all sarcasm," said Matt Peabody, "just showing off how beautiful Maine actually is, but then throwing #mainesucks in there makes it funny."
Peabody, who now lives in Boston, said he began adding the hashtag to his Snapchats a few summers ago when he came home to visit.
"I would just put #mainesucks on it if it was, like, a pretty picture. Then it kind of caught on."
His friends jumped on board, sending Peabody beautiful coastline pictures or photos on the water, with the sarcastic hashtag. It wasn't until Peabody talked to his friend Sam Basile where the idea of something bigger was born.
"One day he came home, and he says, 'Hey, I started this Instagram,'" Basile said. "So we were chatting at the house and I said, 'You know what? Why don't we make this a thing?'"
It takes a village. Each morning, they bounce ideas off each other to come up with the best caption (and it pays off because the captions are hysterical).
"What started out as a joke has turned into credible sources are tagging us in," Basile said.
Carl Sickel, who lives in Brunswick, maintains the account and spends time following Mainers, photographers, and business owners to spread the word. He also acts as a walking billboard, wearing Maine Sucks merch (which is how NEWS CENTER Maine discovered the hashtag).
"Sometimes we get stopped on the street and have to do a little explanation on why in the hell we would wear this shirt," he said, "because Mainers do not think Maine sucks. But they're quickly turned onto the page. I haven't found someone who doesn't like the page after they've seen what we do."
The guys thought about expanding into a website, but it didn't work out. The domain owner's asking price was $8,950.
"I gave them a counteroffer of $50," Peabody said. He hasn't heard back.
But the three do have other goals for the account, the biggest one featuring local businesses on the page.
"We are born and raised in Maine," Peabody said. "We love Maine, we love the lifestyle, we love what it’s about, and we love the people here. And they work hard. Everyone here who has a business is doing the best they can.
"To be able to showcase who’s starting up a restaurant -- these small restaurants that need all the support they can get -- you know, if we can help them just by having fun, that’s a lot for us."
For now, they're happy with how quickly the satire account took off.
"Our fan base is horrible. We really wish they didn't tag us anymore."