It's not that he loves an argument, but Piers Morgan really loves the sound of his own voice. Especially when he's taking on Little Mix and their army of adoring fans.
Whether it's trophy hunting or Ariana Grande, the curmudgeonly journalist has an opinion on it and it is almost guaranteed - as if by design - to offend even those who agree with him.
And fair to say on the issue of gun control, Piers has form, taking gun advocates on in the past for their support of the gun lobby in America, specifically.
But it's not just the Yanks that are the target for TV presenter's ire - this morning he pointed his aim at Little Mix singer Jesy Nelson (again), who has had an image of a gun inked on her rib cage.
This was the perfect opportunity for the 53-year-old to reignite his feud with the pop group - who called him a 'silly ltwat' last month after he criticised them.
Jesy posted the 'controversial' photo on her Instagram account. Credit: Instagram
Piers said: "Jesy, this great role model to millions of young women, she wants to really empower them, she's had a new tattoo put on herself, which she posted last night - it's a gun, it's a gun.
"Isn't that great, as gun crime in this country starts to pick up. As gun crime in other countries like America rages, and so many people are getting shot to pieces of course the best thing for a young woman - a role model to millions of impressionable young girls - is to tattoo a gun on her backside.
He added: "And people wonder why I call these girls in Little Mix irresponsible or stupid."
In a slightly bizarre twist, Piers then went on to suggest the pop singer was somehow being sponsored to post the picture on her social media accounts.
The outspoken hack went on: "Do you think she's doing that for nothing? She's posted that to how many 'gazillion' - not a number - followers she has to promote Calvin Klein and get a big paycheck and there it is, a gun.
Piers Morgan was less than impressed with the gun tattoo. Credit: ITV/Good Morning Britain
"That's what she wants the message communicated to her millions of young fans, that a gun is cool. A gun, isn't that great, that they might go get a gun and shoot people, God she's stupid.
"We had all this with the footballer Raheem Sterling, I thought that was ridiculous and stupid whatever the back story. To do gun imagery as a tattoo on your body to tell people that guns are cool."
By now co-host Susanna Reid mist be worn out by trying to temper the oaf's over the top comments but like the professional she is, good ol' Suzie tried her best and pointed out that the tattoo could be a metaphore and that the singer probably thinks Piers is an 'idiot' so they're 'even' on that score.
But never one to let the final word go, Piers adds: "Guns aren't metaphores, guns kill people."
Yes, Piers -but pictures of them don't...
Featured Image Credit: ITV/PA