In a vain attempt to undo years of male suicide and mental health campaigning, Piers Morgan tweeted that the trend of “male public soul bearing” isn’t helping men, and they need to “get a grip”.
Oh, but it gets worse.
One user replied and said Morgan needed to man up, and that “real men show pain, love, etc”.
Morgan’s absolutely baffling response was : "Is James Bond not a real man, then?”.
And of course, people went. To. Town.