While Piers Morgan has been pretty tied up of late fretting over an "LGBT" sandwich, he's thankfully now moved onto pastures new in the search for TV ratings.
After years of the presenter slamming feminists and trolling women's rights activists live on morning television, a hero named Stephan, armed with a childbirth simulator, gave us the catharsis we all needed.
To the sound of a somewhat gleeful Susanna Reid saying "let's crank it up", Piers Morgan was hooked up to the simulator in an attempt to show him the pain of childbirth.
While undoubtedly not even close to what women experience during labour, the viewing experience was nothing if not satisfying.
😂Need something to brighten your rainy day? @piersmorgan ‘in labour’ You can’t unsee this! #PushPiersPush… https://t.co/NQWblHxKu7— Laura Tobin (@Laura Tobin) 1557299764
The TENS machine - which uses electrical current primarily to provide pain relief to mothers in labour - had the presenter wincing as it was dialled up to 20 to begin with.
His co-presenter asserted that 20 is equal to a level of pain women experience before hospital becomes an option.
By the time the machine reached 50, the Morgan was experiencing something akin to the pain of a contraction and was up on his feet making a series of fairly unforgettable facial expressions.
Sadly, Mr Morgan was only able to hack about five minutes.
He demurred:
"I will never joke about childbirth again. It was utter agony."
However, some found Morgan's self-congratulatory display more than a little ridiculous.
@piersmorgan @GMB Because we need *a man* to describe and validate it.— David Gordon (@David Gordon) 1557261029
A TENS machine?!?! I genuinely used one of those as pain relief during labour 😂 @piersmorgan you have no idea! @GMB— Stacey Solomon (@Stacey Solomon) 1557299313
While Piers Morgan patting himself on the back for acknowledging a universally accepted fact feels rather grinding, at least the footage is gold.