Racing journalist John Mccririck has paid the price for his outspoken character by being thrown off a chatshow.
Celebrity Big Brother star McCririck was a guest on Alan Titchmarsh's tea-time ITV show alongside Ingrid Tarrant and Gloria Hunniford when the incident occurred on Wednesday.
The trio were enjoying a civilised conversation with Titchmarsh when things took a turn for the downright offensive.
Tarrant's split with her husband Chris and his personal hygiene habits proved too much for McCririck.
"You had a cheek to say that he smelt of vindaloo and fish and chips in bed, what's wrong with that? You're such a ghastly woman," McCririck told Tarrant.
"You can't be any good in bed, that's why," he declared.
The audience roared their disapproval and Hunniford chipped in with an insult of her own, calling McCririck "bitter".
He then told Tarrant: "All I say is poor old Chris Tarrant, look what he had to work with if he was bad in bed, look!"
At which point Titchmarsh stood up and pointed to the door, looking like a meek teacher telling off a naughty boy.
"Go on, off you go, off," he told the 67-year-old who stormed off the set.
Titchmarsh looked both elated and perturbed by the development. He said afterwards: "I was not prepared to listen to one guest on my show being gratuitously insulting to another."