This isn’t Markle’s first time using personal notes to counter criticism. Earlier this year, she sent a handwritten letter to podcaster Amanda Hirsch, who had previously critiqued her Netflix series. The note read: “Don’t be scared. Let’s enjoy it.” Hirsch later declared herself a “fan for life.”

Graphologist Tracey Trussell was even consulted by some media outlets to analyze Markle’s handwriting. While she found it elegant, Trussell described it as “style over substance,” adding, “When someone hides behind a carefully constructed mask, it means that we’ll never really know what’s going on underneath.”

Markle’s use of “As Ever” in the napkin note also raised eyebrows, as the phrase doubles as the name of her new lifestyle brand. The signature, which appears frequently in her posts, led some skeptics to suggest the video was subtle marketing—or even staged. Some speculated the flight attendant may have been paid to post it.

The viral video joins a wave of curated content aimed at refreshing the Sussex brand. Just days earlier, Markle released personal anniversary photos featuring intimate family moments and handwritten lyrics from “Stand by Me.”

Whether or not the napkin note had the intended effect, it succeeded in one clear way: it got people talking. As debate swirls—admiring or suspicious—the public conversation around Meghan Markle carries on.

On TikTok, at least, the sentiment was warmer: “Meghan is awesome!”