Piers Morgan has taken a pie to the face by funnyman Harry Hill, on behalf of 'all the dads who wear papooses'.
It you weren't already aware, and horrified, Piers spoke openly about his feelings when it comes to the baby carriers, saying they 'emasculate' men.
I mean, how dare they carry their own child, eh?!
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Anyway, when Morgan came out with his bizarre comments, the Twittersphere descended on him like a ton of bricks.
Captain America (Chris Evans) led the charge in defence of Bond, tweeting: "You really have to be so uncertain of your own masculinity to concern yourself with how another man carries his child.
"Any man who wastes time quantifying masculinity is terrified on the inside."
Side note: can we just take a second to appreciate Susanna Reid's expression, too.
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Another Twitter user said: "Piers Morgan comes out in strong opposition towards... (checks notes) parents caring for their children."
A third said: "He's literally carrying the wares of his testicles on his front. How is that emasculating? Idiot."
Hundreds of dads have also shared pictures of them carrying their babies, in a show of support for Craig and his public baby carrying.
And it seems Harry Hill is in the same boat as the rest of us after he threw a custard (well, shaving foam) pie in Piers' face live on Good Morning Britain.
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The comedian launched his dessert at Piers' face, as he shouted: "This pie is for all the men who wear papooses. For Ross Kemp and Daniel Craig."
Go on LAD.
Harry was on the breakfast TV show to talk about his forthcoming live tour 'Harry Hill Kidz Show: How To Be Funny... For Kids'.
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It's an attempt to teach children how to be funny and he explains that he shows them how to create a custard pie.
The 54-year-old comedian said that it's best to 'personalise it if you're going to throw it at anyone in particular' - as he drew a letter 'P' on his flan.
Piers stayed silent (for once) in some state of shock as Hill continued to rip into him saying that he was 'milking' his response.
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Looking rather uncertain, Susanna asked Piers whether he was alright.
But Hill joked: "This is called milking".
Featured Image Credit: ITV/Good Morning BritainTopics: Entertainment, Celebrity, ITV, Piers Morgan