I think his heart was in the right place, but the conditions were in opposition to what the Givealittle guys were trying to do.
In a national effort to gift a beach to the people of New Zealand, you don't come along and wave a million or so around for exclusive rights.
Mr Morgan may argue pragmatism, but to most it looked like elitism or greed, qualities he's never seemed to display before.
Quite the opposite, given his work with Unicef, conservation projects and the Kiwi Heroes programme.
His argument is even if the Givealittle campaign raises its target $2 million - currently on $1.6m - the sellers will smell a bigger deal to be made.
The uber-practical Mr Morgan may very well be right, but I suspect there is a deal to be done with Government or other parties before the prospect of the beach becoming public property is lost.