Lord Alan Sugar has called Piers Morgan a 'beached whale' as the two traded insults on Good Morning Britain.
The pair have been feuding and rowing on social media for years, but had a bit of a showdown on live TV this morning.
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Credit: ITV/Good Morning Britain
Things kicked off aggressively enough, with Piers threatening to 'rip Lord Sugar to pieces' before he'd even come out to speak to the hosts.
Then in a show of his pure dad-humour that is more of a trademark than Amstrad computers, Lord Sugar attempted to 'mute' Piers by aiming the remote at him. Classic.
Both men went on to get into it over who kick-started whose TV career, with Lord Sugar claiming Piers only became a well-known face after appearing on the Children In Need version of The Apprentice.
Piers fired back that he gave Lord Al a business column in the Mirror while he was editor, which helped to land him the job on The Apprentice in the first place.
Credit: ITV/Good Morning Britain
Piers shouted (he's always shouting, isn't he? I'd hate to live next door to him): "You've done nothing for my TV career apart from being a complete irritant before, during and after it.
"I did give you a business column in the Daily Mirror which got you the Apprentice gig. So you owe it to me for launching your miserable TV career.
"No one in America knows who you are, no one in the biggest country in world entertainment has any idea who you are. They think you are [former Carry On film star] Sid James reincarnated, digged [sic] up and put on television."
The insults then turned even more personal, when Piers asked: "Are you chunking up a bit, have you put on a lot of weight?"
To which Lord Sugar replied: "I have put on about 18 pounds. Over the summer I over indulged."
He gave as good as he got, though, adding: "Never you mind about me, son, pot kettle, social media I saw you prancing around in the summer, you looked like a beached whale. Have you got a set of scales in this place?"
Credit: ITV/Good Morning Britain
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The Most Patient Woman In TV, Susanna Reid, accused both men of body shaming and tried to encourage a change of topic. But it fell on deaf ears as the pair decided the best way to settle the argument would be to have a weight-loss competition, with the loser donating £5,000 ($6,593) to Great Ormond Street Children's Hospital.
They then stepped on the scales, before agreeing to the bet, which will end on the same day as The Apprentice final.
May the best annoying man win.
Featured Image Credit: ITV/Good Morning BritainTopics: TV and Film, Celebrity, Good Morning Britain, UK Entertainment, Piers Morgan