Piers Morgan's transformation from a pantomime villain to a champion of the people and outspoken critic of the government has been one of the most remarkable things about the coronavirus crisis.
This has resulted in the government banning any ministers appearing on the show to avoid any further scrutiny, a move the host has blamed on Boris Johnson.
Morgan's strategy has divided some with many championing his criticism of the government while others have felt that he often goes too far in his questioning and can sometimes speak over others.
One person who falls into the latter camp is the businessman and host of The Apprentice Alan Sugar who took to Twitter in the early hours of Wednesday morning to accuse Morgan of bullying.
Sugar then added to this criticism, branding Morgan's 'sickening' questioning of the new government guidelines on coronavirus which many had already called confusing.
He then continued his attack on Morgan by sharing a Mirror article about him apologising to his co-host Susanna Reid after making a mistake and then calling a defender of the journalist a 'bitter person' and then another a 'disgrace' for blaming the government on the coronavirus death toll.
This is far from the first time that Sugar has criticised Morgan and other high profile journalists, such as Laura Kuenssberg, Robert Peston and James O'Brien for asking tough questions of the government during the pandemic.
He also mocked Morgan shortly after Donald Trump unfollowed him on Twitter after he also criticised the president's approach to Covid-19.
Just a few weeks ago Sugar himself was heavily criticised after he spread misinformation about the virus, claiming that it had been developed in a lab in Wuhan, China, where the disease was first detected.