After the series finale of Game of Thrones concluded Sunday night, fans of the show expressed their frustration online upon learning that the entire series was a native advertising ploy by Raisin Bran.

Fans were already left unsatisfied to see Bran Stark take the throne to conclude the series, but that lack of satisfaction turned to anger when the words “two scoops of raisin in every box” flashed across the screen continuously before the final credits. A purple cereal box was seen sitting on the throne as the show finally ended.

Many fans also complained that the whisper saying “rich in fiber” after the credits was an annoying touch. Critics are expected to be mixed in their analysis Monday.