Duh, to keep the milk cold, says Gene Simmons.

Gene Simmons made a name for himself by being different: The Kiss cofounder slathered himself in makeup and donned ridiculous costumes on stage. But sometimes, even a guy who thinks it’s normal to anoint himself as “The Demon” can go too far—by putting ice cubes in his cereal.

Milk with Ice Cubes
Credit: burakkarademir/Getty Images

Despite having nearly 900,000 followers, Gene Simmons’ Twitter account rarely posts anything that garners more than a few hundred retweets, but yesterday, the music icon and TV personality grabbed social media’s attention with something that has nothing to do with his entertainment career. “Anyone else put ice cubes in their cereal?” he posted, along with a couple of photos of his bizarre breakfast (or, based on the timing, maybe late night snack) choice: Oreo O’s cereal, topped with a handful of Frosted Mini Wheats, soaking in a bowl full of milk—with about four ice cubes added for good measure.

So far, the images have resulted in over 5,000 comments and retweets, and over 30,000 likes, not to mention reactions from a wide array of websites from Ultimate Classic Rock (fitting) to TIME (who wants to talk about Iran, really?).

What Simmons doesn’t explain is why he puts ice cubes in his milk. But a couple people have their theories. One Twitter user suggested that cold milk keeps the cereal crispy; another points out that adding room temperature cereal into the bowl will immediately warm up milk. At the very least, ice cubes will keep your milk cold, even if they could potentially water it down a bit.

Meanwhile, for anyone wondering if this was just a stunt, Gene’s son, Nick Simmons, also chimed in on Twitter. “30 years. 30 years watching him do this. This is my life,” he wrote.

So in the end, whether you should add ice cubes to your cereal would really seem to depend on whether you feel it’s absolutely necessary for your milk to stay cold. And yet, despite all the reactions, most of them gloss over the most important issue here:

Seriously, when did Frosted Mini Wheats become a topping?