Good Morning Britain viewers were begging presenters Piers Morgan and Susanna Reid to stop arguing live on air.
The two hosts locked horns over a debate about how obesity is portrayed in the media.
Piers felt that celebrating models like plus-sized superstar Tess Holliday promoted being fat and unhealthy, while Susanna said we should stop shaming people and pointed out that some find it difficult to maintain a certain weight.
Susanna tried to say: "She is not promoting [obesity]...", but was cut off by Piers who said: "Of course she is, posting pictures of her eating massive cakes."
They continued to shout over each other as their guests, plus size blogger Jess Millichamp and advice columnist Dr Miriam Stoppard looked on, silent.
After cutting to a commercial break Piers said: "Oh we have had a good argument. You don't believe any of what you have just said."
Susanna tried to answer several times, but with little success, he kept citing when the doctor told her she could do with losing a bit of weight and she changed her lifestyle, losing a stone and a half in the process.
She said: "Am I allowed to even speak? Or are you just going to tell me what I think?"
The former BBC Breakfast presenter was about to continue when Piers spoke over her again, prompting her to say: "Oh Piers Morgan, pipe down. You could do with losing a bit of air time."
While fans of the ITV show know what they are getting when they tune into the outspoken Piers, some felt this morning's spat had gone too far.
One viewer simply said: "Jesus! stop arguing"
Another said: "Can we dial down the shouting ffs I’ve just woken up."
A third added: "Why people think Morgan shouting at 8am is entertaining is beyond me."
*Good Morning Britain is on ITV1, every morning from 6am
