Emotions are running high across the nation, following the announcement that Sue Perkins and Mel Giedroyc will not continue to host The Great British Bake Off when it moves from the BBC to Channel 4 next year.
So it was without surprise that This Morning hosts Phillip Schofield and Holly Willoughby took a bit of a Twitter beating after the official This Morning account teased that they might be the show's new presenters.
It all started before the ITV1 show aired, and the social media account posted a speculative message that said they would be revealing the Bake Off's new presenters with an "official announcement".
Along with that, there was an image of a silhouette of a man and woman against a mock-up of a typical countryside Bake Off backdrop.
A second tweet teased that the This Morning hosts themselves would be taking over from Mel and Sue, and fans were not amused.
The show kicked off with the two of them throwing around some potential names for the hot TV gig before they declared: "We are in the mix at 100/1 and we can officially announce... It's NOT going to be us!"
Later in the episode, their co-star Rylan Clark-Neal made them aware of the Twitter stunt and the furore, to which Phillip said: "We had no idea that our interactive team had done that!"
Holly added, horrified: "We didn't even know! We're so sorry!"
Understandably, riled fans took to Twitter to complain about the stunt attempt, with some thinking that it was a cruel trick thought up to get more viewers.
Too soon, guys?