All right, we'll be the first to admit we don't get this one.
We love Disney and all, and we're really excited to see Emma Watson in her role as Belle in the new live action Beauty and the Beast movie on 23 March, but people are lining up for hours to get their hands on this cup, and we don't really get it.
Disneyland Park in California has turned its Village Haus Restaurant into the Red Rose Taverne and is selling the cup exclusively to commemorate the US film release. That's right, you can't get this cup anywhere else, and people are losing their minds for this exclusive pretty piece of plastic.
The restaurant is also selling Beast-inspired food such as Grey Stuff Gateau (mmmmmm…) and Enchanted Cauliflower Sandwich (sure to be popular with the kids). Beast fans are waiting for up to four hours to buy a cup and eat those delicious dishes, according to New York Magazine.
Of course, in the world of the internet, one enterprising soul has already listed their cup on eBay with a starting price of US $1999.99. The caption reads, "This is once-in-a-lifetime limited edition cup. You will never get one of these while they're gone. You only live once if you're a Disney fanatic jump on this."
No bids on that one yet, but others are selling theirs for around the $50 to $70 mark.
This feels a little bit like the Emperor's New Clothes to us. Can everyone see it's just a plastic cup? Sure, it's pretty and it has a rose in it, and it lights up, but come on! It's just another piece of merchandise from the enormous Disney marketing machine.
The cup sells for the very reasonable price of US$15 from the Red Rose Taverne, but if you're not nearby or you can't be bothered standing in line for four hours, it may be worth a few extra bucks if you're a massive Beast fan.
But if you're shelling out $100 or more, we're concerned for you. And we've got a kids' cupboard full of plastic cups we'd love to sell you.