In the year 2012 former beauty queen and fitness enthusiast Maria Kang broke the internet with a picture of her posing with her three young sons. The picture of her in a sports bra-shorts attire and the accompanying text 'What's your excuse?' have achieved a quasi-iconic status ever since. That's because it was in the eye of a social media storm that polarised the internet. The mother of three was accused of fat shaming and making working mothers feel bad about their bodies. But all she did was post a picture with a phrase that the internet wasn't new to.