It's the same old debate that's divided the country for years now, what is the correct pronunciation of Primark?
If you're from good old Northern Ireland you'll say 'Preee-mark' but if you're elsewhere in the UK they pronounce it 'Pry-mark', so who's right?
Well, Belfast's very own Eamonn Holmes has settled the debate live on This Morning by telling the nation, his people in Ireland are saying it correctly and everyone else is wrong!
Hosting the show alongside his co host and wife Ruth Langsford, Eamonn was discussing the new extended opening hours announced for Primark stores once lockdown is over.
This has led to 24-hour queues outside the stores as shoppers are desperate to get a bargain in their Christmas shopping.
Ruth and Eamonn were joined by Gyles Brandreth and Nick Ferrari for the lively debate.
After the interview, Eamonn said: "Could I just make and apology to all the viewers in Ireland watching this morning, for the mispronunciation of Primark, there.
"You have to be Irish to know," he added.
Ruth quipped: "This is from a former manager!"
Eamonn corrected her: "Trainee manager."
He continued: "The rest of the UK you call it Primark, we say Pree-mark, that's it, just saying!"
Ruth told him: "We say swede, you say turnip."
He shot back: "I don't understand why the rest of you can't get things right, but anyway!"
One viewer tweeted: "Thanks to @EamonnHolmes for correcting people on the pronunciation of @Primark. It started in Ireland and it’s Preeeeemark. We even had a Christmas Tv advert saying it that way that went “Preeemark have a whole lot of things for Christmas"".
Another wrote: "Its only the English that say PRImark @EamonnHolmes in Scotland we say PREEmark and I'm sure Wales do too The English always try to be posh #ThisMorning ".
"Now @EamonnHolmes has done it! He's started a PREEmark-PRImark debate," joked another.
"It's PRImark NOT PREmark agree with @EamonnHolmes just like WEATHERspoons NOT WITHERspoons!!!! #ThisMorning," wrote a fourth.
* This Morning airs weekdays on ITV at 10am
