Controversial British broadcaster Piers Morgan has copped a taste of his own medicine, live on air - from none other than his own co-host.
Morgan and his Good Morning Britain co-host Susanna Reid were presenting the show this week when the 52-year-old expressed his annoyance at those who air theirpolitical beliefs on social media.
"I get annoyed when people bang on about politics on Facebook, it really annoys me," said the man who bangs on about politics every day both on television and in print.
"I have to unfriend family members. I need some respite. Can't you just put a picture of your little kid having an ice cream or doing a cartwheel?"
Her head in her hands, Reid had the perfect comeback, delivered with brutal sarcasm:
"I know exactly what you mean. When someone just keeps going on and on and on, and you just need respite and a break, and you just wish you could de-friend them ... but you're just forced every day to listen to their views. I know exactly how you feel."
Piers trying to hold it together.
As Piers sat there, looking like he'd been slapped across the face, Reid brightly changed tack.
"Twelve minutes past six, let's have a look at the front pages this morning!"
Veteran broadcaster Morgan is perhaps best known to Australians for his frequent and often one-sided feuds with celebrities - just this year he slammed Ariana Grande in the wake of the terror attack outside her Manchester concert, described legendary golfer Greg Norman as the "biggest choker in sport history" and got brutally burned on Twitter by arch nemesis, Harry Potter author JK Rowling.
Reid's slapdown comes in the wake of a viral video that's done the rounds on social media this week, showing the respected journalist "die a little inside" every time her controversial co-anchor fires up:
