Sachin Tendulkar was probably the best cricketer of his generation, arguably one of the greatest ever.
But British Airways appeared momentarily confused as to who the former India captain was when he complained about a family member's ticket on Twitter.
British Airways dutifully replied:
Tendulkar, who retired from all cricket in 2013, is sometimes referred to as 'the god of cricket' by fans in India, some of whom didn't take kindly to their hero's apparent shabby treatment.
The flipside of this of course is that British Airways should be praised for treating all customers equally. The airline was accused of double standards earlier this year when it offered to call Davina McCall over a complaint but said it was not possible to call another customer (who just happened to not be a TV presenter).