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It's never fun to be roped into some kind of audience interaction if you're not feeling it, but imagine having to go through all that live on TV, in front of an entire nation.
After being pulled up on stage, an unimpressed-looking Cowell donned a mouth pieces while Tamley cracked jokes.
But when he was asked to do a can-can dance with David, Simon seemed to storm off the stage while yanking off the mask, apparently refusing to take part any further.
Yup, it was about as painful to watch as you'd imagine - with viewers dubbing the moment 'the most awkward thing' they've ever watched.
But in an unusual twist, it seems like many viewers had sympathy for the notoriously frosty talent show kingpin.
Reasons to Stay Alive author Matt Haig tweeted: "Doesn't matter what you think of Simon Cowell, there is nothing more discomforting watching someone being forced into a situation that makes them anxious. Involuntary audience interaction is outdated and off-putting.
Others agreed, with one viewer also tweeting: "It's not funny using sexuality to make people uncomfortable even if it is a celebrity like Simon Cowell. If they'd done this to someone else people wouldn't be laughing. Felt like bullying and degradation. Not funny. #BritainsGotTalent2019."
Someone else wrote: "Well that's the most awkward act ever. It wasn't funny and it was pushing the boundaries when Simon was clearly uncomfortable. I really dislike people pushing it too much like that. Not a funny act. @BGT #BritainsGotTalent2019."
A fourth person added: "Honestly I do not blame Simon Cowell. He was quite clearly uncomfortable and it will never be fair to pressure someone into doing something they have literally said they don't wanna do. Really wasn't fair. #britainsgottalent2019."
Some fans, however, were less forgiving, with one saying: "Sorry @SimonCowell that was extremely rude. Every other judge has always taken part in a act when asked to and you laugh. But no when the shoe is on the other foot you just storm off! Inconsiderate and arrogant! @BGT #bgt."
Another wrote: "Feel so sorry for #JimmyTamley on tonight's #BGT How rude was @SimonCowell there's no need to storm off stage just because you don't have a sense of humour...glad the audience booed him, not everything is about you #BritainsGotTalent."
After Tamley and Walliams awkwardly continued with the performance, Cowell eventually reappeared on stage to take part in another segment of the act.
Afterwards, judge Alesha Dixon asked Tamley: "Why couldn't you have used Ant and Dec? Very awkward but very funny."
Ant and Dec, quipped: "But it wouldn't have been as funny!"
Amanda Holden also added: "It's very much like when your boss is forced to get up at the Christmas party... It felt like that. It's Simon's worst nightmare."
Simon, still looking pretty unenthused by what had just happened, joked: "When you read about [these producers] being murdered in two days... You know who you are Nigel, Charlie, Sam and Cassandra, thanks for that I really appreciate it."
Featured Image Credit: ITV
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