If you thought there was only going to be one likely winner in the Twitter war between Piers Morgan and JK Rowling, you'd be right.
But who knew Piers would turn out to be his own worst enemy?
Earlier today, the Harry Potter author posted an image of a mystery "Valentine's message" she said she'd been sent, praising her for encouraging children to read and not playing “any part of the celebrity game”.
Always quick off the mark, Twitter-arch nemesis Morgan quickly retorted it was “priceless humblebrag BS” saying no one played the game more “abusively or ruthlessly” than Rowling.
So just who was Rowling's mystery author?
Step forward none other than... Piers Morgan, writing in 2010 in a Mail Online column about the ‘100 British celebrities who really matter’ in which he didn't hold back in his praise of the Harry Potter author.
Seemingly then trying to cover his tracks, Morgan tweeted: “I knew what it was. Just surprised I put her as high as 97th."
Relax, quarter-wit, I knew what it was. Just surprised I put her as high as 97th. https://t.co/HCzx4Ius4E— Piers Morgan (@piersmorgan) February 14, 2017
He later tweeted the results of a YouGov poll that showed 55 per cent of the British public backed Rowling following their social media spat and said: “Who wants to win the popular vote these days, anyway?”
Certainly not you, Piers.
The pair initially faced off after Aussie comic Jim Jefferies told Morgan to “f*** off” on a TV talk show, after the Brit refused to refer to Donald Trump’s travel ban as a Muslim ban.
.@piersmorgan If only you'd read Harry Potter, you'd know the downside of sucking up to the biggest bully in school is getting burned alive.— J.K. Rowling (@jk_rowling) February 11, 2017
Rowling said she enjoyed Jefferies telling Morgan where to go because of his "fact-free, amoral, bigotry-apologism".
Morgan hit back and said: "The superior, dismissive arrogance of rabid Remain/Clinton supporters like @jk_rowling is, of course, precisely why both campaigns lost."