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.
How long is this Gove speech going on for?
-- Unreliable narrator (@lowerformofwit) July 1, 2016
-- Steve Coats-Dennis (@blondsteve) July 1, 2016
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."
summary of Gove speech: it is with a heavy heart i must announce i have to be your prime minister
-- Alan White (@aljwhite) July 1, 2016
Gove's speech so far: I really don't want to be running now; it was really hard to have to screw those rivals on the way.
-- James Ball (@jamesrbuk) July 1, 2016
Only surprise from this speech so far is that assembled members of the press haven't been overwhelmed by the stench of burning martyr #gove
-- Fran Infante (@Infante_Fran) July 1, 2016
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: "I don't have glamour or charisma." Never a truer word spoken, Michael. The most honest statement you'll ever make. #ToryLeadership
-- Jennifer Hainey (@Gingernutjen) July 1, 2016
So #Gove admits to lacking glamour and charisma and never really wanted the job. Just the qualities a PM needs...right? Right?!
-- Rachel Morrod (@Rachel_Morrod) July 1, 2016
Gove: "Whatever charisma is, I don't have it". Is this a leadership speech or a badly planned comedy roast?
-- Tiernan Douieb (@TiernanDouieb) July 1, 2016
Gove saying he doesn't have "charisma or glamour"... that needs to be on a t-shirt.
-- 78.6% Lord Chutney (@lordchutney) July 1, 2016
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.
Michael Gove is talking about Game of Thrones and Buzzfeed... HE'S SO DOWN WITH THE KIDS, HE'S GOT THAT YOUTH VOTE LOCKED DOWN
-- Dianne Apen-Sadler (@dapensadler) July 1, 2016
Little Britain and The Office in the Gove speech so far. If he can crowbar in Scrotal Recall he's got my vote.
-- Adam Pritchard (@AdamPritchard82) July 1, 2016
Gove referencing Little Britain in his speech is sort of appropriate as that'll be our new nickname soon. #GoveWillTearUsApart
-- Ciaran Gilligan (@Gilligogs84) July 1, 2016
Has Michael Gove really cited David Brent, quoted Little Britain & championed Buzzfeed all in one speech?
-- Tony (@TonyTimes2) July 1, 2016
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."