Television journalist Piers Morgan has been scolded by his own mother for his rant about queues for Ikea.
The Good Morning Britain presenter, 55, slammed the scenes shown outside Ikea stores where customers would line up for up to four hours and snake around car parks to visit the reopened Swedish furniture giant.
Piers ranted: "You know when I said I thought people were losing their minds with coronavirus. I think the queues outside Ikea are illustrative of...
"I'm all for getting the economy going, but what are you buying that is worth standing four hours in a queue in the sunshine? Quite extraordinary.
"Genuinely fascinated by the psychology of the Ikea queuers."
However, Piers was a bit more understanding when it came to the public rushing back to fast food chains.
He added: "McDonald's, I get it. I would queue for about eight hours right now for a Big Mac, but Ikea, what are you buying? A bit of plywood."
It was then that Piers noticed on his phone that his mother Gabrielle had messaged him.
Piers exclaimed: "My mother! 'Did you just say Billy Bookcase? Just what I need.'"
Questioning her remark, he asked: "What are you talking about mother?"
He also faced backlash from interior designer Kelly Hoppen, who texted: "You can be such a prat. People have been locked up for weeks staring at four walls.
"Ikea is fantastic at everything."
The situation was surmised by the show's Twitter account, which wrote: "@piersmorgan has faced some backlash from the Ikea faithful, including his own mum!"
The Swedish furniture chain reopened 19 stores in the UK yesterday, but the high amount of interest and regulations around social distancing have led to long queues to get into the stores and for vehicles to get into the car parks.
Let's just hope the furniture bought inside was worth the wait!
Good Morning Britain airs on weekdays mornings on ITV.