Is the Melbourne cafe selling teaspoons of Nutella for $5 a media beat-up, a real pop-up shop, a joke gone too far, a satirical commentary on clickbait or a delicious trap for lazy journos? Well, yes. To all of the above.

In Tuesday's Media Files we told you about the online outrage directed at Spoonful of Sugar, a supposed Melbourne pop-up cafe serving Nutella and other tasty spreads for $5 a spoonful. Satirical Facebook page Melbourne Cool posted about the "cafe", and both Channel Seven and the Daily Mail published articles about it, replete with anger over "hipsters gone too far" without checking with anyone that the cafe existed.