MediaGuardian has audio from this morning's Christian O'Connell show where Virgin's breakfast show attempted to punch above its weight when last night's Apprentice firee Simon was late for the interview slot.
We imagine that O'Connell imagined that getting his producer to tell Simon on air he was too late before talking to the show's PR - also on the Mic - was meant to be in some way amusing; trouble is, it backfired terribly.
Had it been one of the more smug Apprentice contestants, closing down the interview might have been funny. But as Simon is incredibly popular, and his reaction to being told he wouldn't be was a good-natured "fair enough, thank you anyway", it just made O'Connell and his team seem incredibly mean spirited.
The berating of press woman Emma, though, was even worse: petulant, self-important bullying:
If you're going to try and throw your weight about, Christian, you might want to check the your own heft first - the weasly "I've been plugging this show for years" is the sort of line deserving of a boardroom put-down. Where do you really think The Apprentice would be without the endorsement of Virgin's breakfast show? Probably still in the place it's in now, don't you think?
Still, we're sure Heart will be delighted to know they can have a couple of extra minutes with next week's firee.