The viral clip shows millionaire businessman Piotr Szczerek, head of paving firm Drogbruk, taking a cap directly from tennis player Kamil Majchrzak as it was being handed to a young fan. Outraged viewers flooded social media, demanding the hat reach its rightful owner.

The boy, identified as Brock, eventually got his happy ending: Majchrzak later gifted him an autographed cap and met him in person after realising what had happened.

Szczerek, however, hasn’t been so lucky. His company’s online ratings have plummeted to just 1.4 stars on Polish business forums as thousands of angry users “review bombed” Drogbruk. The CEO attempted to defend his actions in a since-deleted post, writing, “Life is first come, first served.”

Critics weren’t buying it, with commenters branding him a “thief” and “embarrassment.” Szczerek has since deleted his social media accounts, but the backlash shows no sign of paving over.