Piers Morgan is no stranger to a controversial comment but his latest two cents on the Olympics have summoned new levels of online rage.
The broadcaster suggested on Twitter that anything less than a gold medal in the competition is not worth celebrating.
And the rush of people firing back at him was so intense, they presumably got thumbache from all the angry tweeting.
Just can't get excited by Silver & Bronze medals.
You win or you lose.
Gold is all that matters. #Olympics2016
-- Piers Morgan (@piersmorgan) August 10, 2016
Athletes past and present were among them - and they would know how it feels after all since they've actually competed.
@piersmorgan I know what both feel like. If you want to know more, let's go out in a boat some time, it's not a complicated sport!
-- Zac Purchase (@ZacPurchase) August 10, 2016
-- Becky Adlington (@BeckAdlington) August 10, 2016
@piersmorgan but I've won one more bronze than you!
-- Cassandra Patten (@CassiePatten) August 10, 2016
Other more regular folk were hitting back with some brilliantly brutal quips.
There is one discipline @piersmorgan would win a gold medal in.
Unless Katie Hopkins entered.
-- DavidLaw (@DavidLawTennis) August 10, 2016
-- Samuel Lang (@SamuelLang1996) August 10, 2016
mate if people were given medals for compassion you'd be disqualified https://t.co/0LA0XboMND
-- TechnicallyRon (@TechnicallyRon) August 10, 2016
The internet seems to somehow have lost the list of all Piers Morgan's Olympic gold medals??? How did that happen?
-- Buller Glem (@bullerglem) August 10, 2016
Piers Morgan is 100% right about only gold medals counting. I wonder where he puts all of his Emmys and Pulitzer Prizes?
-- Kylie Marie Keppler (@KylieKeppler) August 10, 2016