Many were offended, upset and indignant. They took the bait and Jones' needling earned the anticipated result.
Tens of thousands of people have signed a petition calling for him to be stripped of his knighthood with the organiser of the petition accusing the Wellington property investor of "hate speech".
That charge hardly holds up. While Jones showed plenty of contempt, there was no incitement to hatred, and freedom of speech means — as it always must — the freedom to offend.
And what would removing his knighthood achieve. It would worrisomely push Jones — who will have relished the entertainment — toward victim/martyr status.
It should be remembered that knighthoods are the creation of white, unelected, colonial empire-builders. As a white, unelected financial empire-builder, it sits well with him.
Editor's Declaration of Interest: Sir Bob Jones is the only millionaire to have bought me lunch.