Michael Gove has declared himself as the "candidate for change" as he laid out his case to become the next Conservative leader and Prime Minister.
He explained that while he "so wanted" the plan for Boris Johnson's leadership to work, he no longer felt that the former London Mayor was the "right person" for the job...
In a clear attempt to draw contrasts with his main rival Home Secretary Theresa May - who on Thursday portrayed herself as an unshowy politician who would "get the job done" - Gove said the challenges facing Britain required "not just a cool head, but a heart burning with the desire for change ... not business as usual but a bold vision".
He followed that up by saying the new Prime Minister must be someone who fought on the Leave side - effectively ruling out May, who was an (albeit fairly quiet) part of the Remain campaign.
But his 13-page speech didn't appear to go down all that well with people watching along on Facebook Live who sent a stream of angry faces in reaction to most of the stuff he was saying.
Gove once again repeated his lack of intention to ever run for PM, saying: "I never thought I'd ever be in this position. I did not want it, indeed I did almost everything not (to) be a candidate for the leadership of this party."
He added: "I was so very reluctant because I know my limitations. Whatever charisma is I don't have it, whatever glamour may be I don't think anyone could ever associate me with it."
And all of a sudden, users on social media found they had something they could agree with him on.
Gove's dropping in of cultural references every now and again - from Little Britain and The Office to Game of Thrones - were interpreted as some not-so-subtle demographic box ticking.
Gove finished by saying he stood by all of the promises made by Vote Leave during the referendum contest, including border control, ending EU law supremacy and investing money in the NHS instead.
He said: "I will ensure we honour the instructions the British people have given us. I argued for specific changes in the referendum campaign, I believe in them, I will deliver them."