Pram snobbery. It's a thing, it's real, and - as mum Gylisa Jayne points out - it's a little bit ridiculous.
In a post to her Facebook page, the UK mother-of-one shared her thoughts around pram shopping and pram envy, reflecting on the fact that a mum's choice of wheels has become the ultimate status symbol.
And if you've ever walked into a room full of Bugaboos with your trusty Target special, you'll find yourself nodding away.
"When I was pregnant, I gave less than half a sh*t about what type of pram we got," Jayne writes, adding that she entrusted the choice to her partner, Ryan, who "promised he would be the one pushing it anyway".
As the parents-to-be soon discovered, however, it "turns out Pram Envy is a 'thing'". Everywhere they went, Jayne writes, Ryan would "gawp" at people's choice of pram.
"I hadn't noticed prams before, or even really cared. But now I was introduced to the world of Pram Snobbery," she said, explaining that no one wants to be seen pushing a "Ladybird" pram when you can be rolling bub about in a Quinny 3.
"What you chose to lay your child in, regardless of potential Poo-namis or not, was important," Jayne writes. "Obviously."
And so, as "D Day" became imminent, the expectant couple visited Mothercare in search of the right pram.
It was there that the Cornwall duo experienced two profound realisations.
"First, that there's a reason the floor in Mothercare is 'wipe clean' and it has nothing to do with children/babies," Jayne writes. "No no no ... It's because when you see the price that they are charging for a baby carrier, your excitement for the future literally drops out of your a***hole."
Secondly, Jayne continues, the pair learnt that everyone else is either "way richer" than they are, or, it's just become normal for a pram to cost more than they'd ever spent on a car.
And no - she says - for the price of a small car, the pram "won't change a nappy, drive itself, or be worth anything as an heirloom." The couple ended up with a secondhand pram, which her daughter has since outgrown.
Fast forward 12 months and the time had come to take the plunge - with an actual shop bought pram, from Aldi.
"After parting with a solid £40, ($66) I was excited to join the 'New Pram' club," Jayne writes. "Yes, everyone else's was worth at least 10x what mine was ... But mine actually came out of a BOX this time, and not off a car boot stall for a tenner."
Jayne's excitement was short-lived, however, for a reason parents of toddlers will find all-too familiar.
"Because no one tells you, when you are parting with your (or someone else's) hard earned cash...that you can have the Top of the Range, Ferrari-equivalent, Needed a loan for, flashiest pram in the whole world... But when they can walk, will they sit in it ?"
That's a negative, Ghost Rider.
Speaking to Metro, 24-year-old Jayne said, "'There's a secret pram world. People do look at what pram you have. It's a status thing.
Reflecting on their pram shopping expeditions during her pregnancy, Jayne added, "'I was like, 'how do people afford this?' People always used to tell me that kids are so expensive but I didn't realise.
"You're so jealous of seeing everybody else's prams. They're so nice. People are so proud of their prams like how people are proud when they have a nice car. They want everybody to see it."
Jayne's post has hit a nerve with other parents, many sharing their own tales of pram snobbery - and admitting they're guilty as charged.
"My kids had to have top of the range prams (it was my bit of pleasure after carting a kid inside me for 9 months)," one mum wrote. "I had one with air con equivalent (actual vents to allow the air to circulate), it was a huge [and] hardly fit in the car and I soon got bored of it!"
Others, however, felt Jayne was spot-on.
"I agree," one commenter wrote. "A pram should not put you in debt, make you feel less of a mum or be more expensive than your car ... Having a baby is not a brand."
A dad, however, jumped in with a different point of view. "You're missing the point," he wrote. "The expensive prams are for the dads. We love them. Look, if I can't have a sports car any more I'll at least have a fancy pram , OK?"
Others defended their right to splurge when it comes to their bub's pram.
"I paid over a thousand pounds for my buggy system," wrote one mum. "It came with everything from newborn to toddler ... OK it was top of the range and pram snobbery at its best, but I won't have any more children and we made the most of the buggy system. Each to their own I say!"