Babies hate hipsters. We’re sorry if that offends people but it’s science. They just do. The reason behind such hatred, though, has eluded researchers for years. Is it the suspenders that hold up such tight jeans? Is it the non-prescription glasses that adorn their 20-20 eyeballs? Or perhaps it’s the scent of the sweat-soaked Toms riding their feet.

Turns out it could be none of those things (though we’re not ruling them out as contributing factors). The good folks over at Wilkinson Sword, along with the incomparable Robert Nylund, may have finally solved this age old riddle. Find out for yourself by watching the case study above.