Good Morning Britain’s Piers Morgan made an almighty dig at “pathetic” Alex Beresford on the ITV show on Wednesday morning.
In fact he took aim at all men, focusing on dads, who wore a papoose to carry their baby or child.
Piers and co-host Susanna Reid were discussing the item on the latest show, when he aired his view that the product stopped men “getting laid” because it wasn’t manly.
Awkwardly, Alex revealed he was one of the dads who did use a papoose when carrying their child, as it helped him with things including housework while caring for his child.
But Alex’s claims of being “a modern man” only encouraged Piers to take aim at him, days on from their “row” on the show that left fans asking if they were feuding.
While, like today, it appeared to be all fun and games for the GMB stars, fans were convinced the two men “hated” each other and that it showed on air.
Alex paid reference to this in the latest episode, questioning if his use of the baby item made Piers “hate him more” than he already did.
But Piers then called the weatherman “pathetic” as he took aim at him, before admitting he “couldn’t hate him any more” than he already did.
He said: “If this is the future of mankind then we are dead.”
Alex responded: “He’s going to hate me even more now,” as Susanna defended him and called him a “Love God”.
It’s then that Piers said: “It’s very hard to hate you even more, pathetic. Every woman I have talked to about this secretly agrees with me.
“It’s nice for daddy to take the baby for a bit, but they’d rather daddy used his arms like a real man.”
The GMB hosts began laughing over the moment, while viewers took to Twitter to defend Alex over Piers.
Good Morning Britain airs weekdays at 6am on ITV.
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