Conor McGregor's wild antics have generally been excused by his fellow UFC fighters because there's no doubt the Irish superstar is good for business.
But his rampage in New York on Friday (AEST), described by UFC president Dana White as the "most disgusting act in the history of UFC", has many on the roster turning on the 29-year-old.
McGregor's sparring partner in the lead up to his bout with Floyd Mayweather, Paul Malignaggi also dug the boots in on the UFC's wild child.
"The fact this s***bag has any fans says more about the state of today's society than anything else," Malignaggi tweeted.
"Lost 2 of 3 (fights), beat Chad Mendez when the guy came in as late sub. Lost 2 Nate Diaz on last sub and barely won rematch and on top of it is just a punk with no manners."
His reign as the poster boy for the UFC could now have run its course after his latest incident with many now believing his time in the Octagon is over.
This is a guy who let his ego get the best of him, who believed his own B.S., and who sadly became the character he portrayed.
This is one incident that can't be laughed off as just one of those things. He largely got away with firing cans into an audience, turning them into weapons that could have caused serious damage to innocent bystanders, at a 2016 news conference.
He's not getting away with this. Not this time. Not how this went down.
If we never see Conor McGregor in competition again, it will be solely because of the events of April 5, 2018.