Uh oh, we got a cute alert! It’s Bezzy, your adorable, cuddly, anthropomorphized server-rack and stuffed-animal friend! Give this soft lil’ doll a squeeze, and it shall sing you its telltale song: the piercing, grinding ambient squeals emitted from a real US data center.

Data Centers are very un-vogue right now. Built out by all the big AI companies to power their increasingly power-hungry AI tools, data centers have spread across thousands of acres of land in the US. They have been heavily criticized for their energy consumption and expansion of gas power. They have also proven to be audibly annoying, stirring up complaints about noise pollution from those nearby.

The Adopt a Data Center stunt aims to make people think differently about how services produced by data centers fit into their lives. That manifests as a plush stuffie that looks like a server rack in a data center, albeit with long arms and legs and googly eyes. It’s cute in the way Don’t Hug Me I’m Scared is cute. Squeeze Bezzy’s torso and the sound bursts out. It’s a screeching few seconds of a recording taken by a neighbor of a data center in Virginia. The tag on the Bezzy plushie reads, “Hug me for ear-piercing forever hum.”

Only 20 Bezzy dolls are available for $99 from the Adopt a Data Center website and the Big Data storefront. Basura designed the toys, which are handmade in the US. But the physical toy isn’t the real point. The satire is meant to hook people into looking at the facts for themselves. When you click “adopt now” on the website, you’re taken to a statement with links to research and stories about how data centers fit into the world.

It’s not about whether AI data centers should exist, it’s about who gets to decide where they go, what resources they consume, and whether the communities living beside them actually benefit.