The fast-food chain known for ads featuring a silent, lurking, crown-adorned mascot has decided it absolutely must to come to the defense of rules that require internet providers to treat all web traffic equally.

It is a real fear in the minds of Net Neutrality advocates, who are still seething after the Trump administration last month eliminated the government’s open internet rules.

But it hasattracted millions of Americans’ comments and seemingly touched a nerve, particularly among millennials — a fickle crowd that Burger King seeks now to court with its ads.

Burger King does not lobby for the open internet on Capitol Hill, according to its federal ethics forms, and it similarly did not answer questions this week about its support for a congressional effort to restore the rules.

In the words of Fernando Machado, their global chief marketing officer: “We believe the internet should be like BURGER KING® restaurants, a place that doesn’t prioritize and welcomes everyone.