Most of us may never be able to fully relate to screwing up an autocue, but one would think that after four and a half years presenting Good Morning Britain, he may have twigged that if the teleprompter says "TIMECHECK", that just means he should... say what time it is.
Instead, this morning, he had an iconic "I'm Ron Burgandy?" moment and read it out verbatim.
When gently corrected by his co-host Susanna Reid, he did what he does best and doubled down on his blunder, saying:
If you don't want me to say it, don't put it on the autocue!
He then went off on a ramble about Ronald Reagan while Reid served a bemused smile we could all relate to.
It's all eerily reminiscent of *that* Anchorman scene...
And made even more glorious by the fact that Piers Morgan has a history of getting on his high horse about other celebrities' autocues mishaps.
So unutterably painful watching actors trying to read autocue. #Emmys