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Duncan Bannatyne's Twitter game is about as strong as a hibernating hedgehog.
The entrepreneur, as rich as he is, has some problems on social media. And Sunday was no exception.
The Scot decided to chime in with a take on the death of broadcasting hero Sir Terry Wogan.
Bannatyne didn't come out with his own quip, but agreed with a musing that, by any stretch, was entirely unnecessary.
The Dragon quoted a tweet that he had received on the back of the Wogan news.
Wogan died of cancer aged 77. And Bannatyne drew attention to this message about staying fit and healthy....
"Very true," he replied.
Bannatyne owns a number of gyms, so you might argue that at a time of immense sadness he was promoting his company by way of a national treasure passing away.
Bannatyne is unrelenting in his Twitter fails. He recently tweeted one of the most 'cringe' photos of all time. It was a very upsetting time for many.