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.
Athletes past and present were among them - and they would know how it feels after all since they've actually competed.
-- 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.