He's the man who never hides away from fearless predictions - that's what makes hIs Sunday columns so unmissable.
But even Hugh Keevins gets it wrong sometimes, as his definitive prediction that Rangers would beat great rivals Aberdeen came up short.
Will our man now retreat into his shell? You must be having a laugh.
The voice of Scottish football phone-ins is happy to take the hits but insists he was merely following the Premiership data like Aberdeen chief Dave Cormack when picking the Ibrox side to reign supreme.
Hugh writes: "In last week’s column I said there was 'absolutely not a shadow of doubt in my mind that Rangers will beat Aberdeen'.
"Consequently, I am now, in the wake of the Dons’ draw at Ibrox on Wednesday night, undergoing social media’s equivalent of a public flogging.
"I’ve heard of a night on the lash – but this is ridiculous.
"Not that I’m complaining. The rules of column writing are perfectly straightforward.
"You give your opinion in an honest and forthright manner. And when it is proved wrong you are on the receiving end of abuse.
"None of it good natured, all of it grossly insulting in the modern-day manner.
"I remain unrepentant.
"It was a perfectly good prediction based on data, the way the Pittodrie chairman, Dave Cormack likes it.
"But it was undone by a bad performance from under-achieving Rangers players who failed to rise to an emotional occasion.
"My assailants might have had an absolute field day had ref John Beaton not awarded a penalty kick to the home side which, for legal reasons, we’ll call fanciful and leave it at that.
"Meantime, rest assured I will rigidly adhere to my motto and go from one mistake to the next with no loss of enthusiasm.
"Rangers, on the other hand, will go to Motherwell tomorrow lunch-time with atonement on their plate.
"I will resist any comment on the outcome at Fir Park. One set of lacerations at a time, thank you very much."
