Filipino content creator Prince Umpad is under fire after posting what many social media users have called an insensitive attempt to gain attention using the recent Air India plane crash. In a now-edited Facebook post, Umpad tried to explain the Burnt Toast Theory — the idea that minor inconveniences might be the universe’s way of protecting us from worse outcomes — by referencing a woman who allegedly missed a flight that later crashed.
“Let me share with you the Burnt Toast Theory,” his post began. “A woman missed her flight by 20 minutes. She was upset. Frustrated. She thought she ruined her whole day. But later, that flight crashed. She was supposed to be on it. The delay that felt like a failure ended up saving her life.”
In popular culture, the Burnt Toast Theory often suggests that minor inconveniences, such as forgetting your keys or burning your breakfast toast, might actually be life’s way of protecting you from something worse. The theory further suggests the idea that a frustrating delay or disruption could actually be a hidden blessing in disguise.
The post, which originally included imagery of a plane, quickly went viral — but not in the way Umpad may have intended. Online backlash mounted as many accused him of using a real-life tragedy to push feel-good content and boost engagement.
Critics flooded his comments, calling the post tone-deaf and opportunistic. “Sometimes philosophy makes people forget emotions,” one user wrote. Another added, “I don’t think Prince Umpad can sleep without an essay entry in the viral events.”
“Bro is milking a tragic incident and turning it into a motivational/inspiring s—t once again,” said a third user, echoing a common sentiment that Umpad often packages tragic events into viral posts.
Amid the backlash, Umpad edited the original post, removing the story about the missed flight and replacing the plane image with a photo of burnt toast. In a follow-up message, he clarified, “Not every inconvenience is a setback. Some are detours away from something worse… This doesn’t mean those who didn’t make it were less deserving.”
He concluded with a reminder that the Burnt Toast Theory is simply “a reminder that sometimes, some redirections actually save our lives.”
Despite his intent to inspire, many online felt his timing and framing were inappropriate, accusing him of turning grief into content. As the controversy continues to unfold, the debate raises broader questions about the fine line between inspiration and insensitivity in the age of virality.
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