Another user posted, “Boycott ABC! No more cheap appliances or biased news!” alongside a photo of an ABC Warehouse store, which was quickly misinterpreted as the network’s headquarters.

The internet being what it is, these posts gained traction, and soon enough, people were launching boycotts against stores that had nothing to do with the debate. Memes, false claims, and rage-filled comment sections only added fuel to the fire, leaving ABC-branded businesses scrambling to protect their reputations.

It wasn’t long before other ABC-branded businesses across the country started following suit. ABC Supply Co., a wholesale distributor of roofing materials, put out a statement reminding the public that their expertise lies in shingles, not political debates. “We provide durable roofing solutions, not debate moderation,” their website now reads, in a clearly exasperated tone.

Even small, independent businesses with “ABC” in their name felt the need to jump in. A family-owned ABC Pet Store in New Jersey posted a sign reading, “We don’t do politics, just pet food.”

“I had to explain to at least five people yesterday that I have no idea who fact-checked Trump,” said Gloria Ramirez, owner of the store. “All I know is where to find the best dog kibble.”

As ABC stores across the country scrambled to distance themselves from the network, ABC News found itself in the midst of its own damage control. The moderators of the debate, David Muir and Linsey Davis, came under fire from both sides, with each camp accusing them of bias in favor of the other. Trump supporters decried the fact-checking as unfair interference, while Harris supporters criticized the moderators for not pushing back hard enough on certain topics.

In response, ABC News released a statement clarifying their position: “We are not responsible for the opinions or actions of any business with ‘ABC’ in its name. We are also not affiliated with any liquor stores, appliance retailers, or pet supply chains. Please direct all non-political inquiries to those respective companies.”

Despite their efforts, the fallout from the debate continued to spread, with both political sides using the incident as yet another example of the divide between “mainstream media” and everyday Americans.

As the debate dust slowly settles, ABC-branded stores across the country are left wondering how long the public’s confusion will last. Some have started to lean into the chaos, even using it as an opportunity for tongue-in-cheek marketing.

ABC Fine Wine & Spirits recently launched a campaign with the tagline, “Debate Over? Let’s Drink,” offering customers discounts on politically-themed cocktails. ABC Warehouse, meanwhile, is running a “We’re Not the News, Just the Deals” sale on televisions, so customers can watch the next debate on a brand-new screen—without confusing the source.