Dragons' Den stalwart Peter Jones didn't get his seat at the top table of British business by holding his tongue.
For going on 13 years, the tycoon has struck fear into the hearts of the budding businessmen and women who bring their ideas to the Dragons, and if the first episode of the new series is anything to go by, then he certainly hasn't toned down.
He certainly put entrepreneurs Julianne and Matthew in their place. They wanted a £75,000 investment for just five percent of their company, specialising in free-from foods, such as lactose free and gluten free.
Credit: BBC / Dragons' Den
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Peter began to pick apart their business structure, however, when it was revealed that Matthew didn't actually own any shares in it, or indeed, anything at all.
"I've never asked for part of the business. I'm just happy to work for and alongside Julianne," said Matthew. "I'd say I'm vital for the business".
Credit: BBC2/Dragons' Den
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Jones turned on Julianne and put her on the defensive. "I'd say Matthew is very vital in the company and I think he knows that. He's never talked about shares, actually - at all," she said.
Jones interjected: "My question is, why haven't you?" witheringly.
"Why haven't I? Well, we're together as well," replied Julianne.
"What do you mean 'together'?" probed the Dragon, before the couple confirmed that they were, well, a couple. "Yeah so I guess I have a vested interest in making the company grown," added Matthew.
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Peter was brutal. "Yeah, you have a vested interest..." he said, "until she leaves you." Ouch.
Unsurprisingly, Twitter went into meltdown over the incident, with Peter's put downs coming in for a fair bit of criticism.
"Peter is ruthless #ouch ! #dragonsden" said Sarah Hilleary in Walthamstow, London.
"Entrepreneur: 'I have an invested interest' Peter Jones: 'Yeah until she leaves you'. Not pulling any punches on #dragonsden" wrote Shaun Wood in Wigan.
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Another commenter, Marissa Thomas, was more enthusiastic, posting "Peter back to his brutal best #DragonsDen".
It's safe to say that Peter Jones didn't make it to an estimated wealth of £475 million by paying too much concern to people's feelings.
He certainly hasn't made it through all 15 series and 121 episodes of Dragon's Den by caring too much about what the other Dragon's thought - he's the last original judge standing.
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The episode was broadcast last night and is available now on the iPlayer.
Featured Image Credit: BBC2/Dragons' Den