Lord Sugar and Piers Morgan are anything but complimentary to each other, but the former's latest jab has turned things toxic.
Piers has been outspoken in his views on the coronavirus crisis and in his criticism of the government, with Lord Sugar taking it upon himself to slam Piers' Twitter rants and conduct during interviews.
A social media war has developed, with Lord Sugar recently branding Piers an "obnoxious t*sser", affirming that their friendship had crumbled.
Now Lord Sugar has taken it a step further, by retweeting an allegation that Piers of having over four and a half million "fake" followers - ones that are bots rather than real users, something Piers has denied.
The tweet goes on to claim: "We are in no doubt he bought these followers as explained later in this thread."
Lord Sugar retweeted the allegations and asked: "Does anyone think this is true, that @piersmorgan has been buying followers?"
Piers tweeted to the original accuser: "I don't know who you are, but this is an absolute lie. I have never bought a single Twitter follower, and wouldn't know how.
"So I strongly suggest you delete this defamatory thread before I take further action. cc @TwitterUK @Twitter."
A fan replied to Lord Sugar with: "...retweeting this conspiracy thread from an anonymous account of a right-wing troll is beneath you. Really humbly advise you to disown the retweet."
The Apprentice star came back: "I am asking if they think Morgan has bought followers.
"I know it is possible to do so. That's all, do you have a problem with that?"
Piers recently explained that he thinks their friendship is beyond salvaging.
"It's gone way beyond a joke," he told The Sunday Times, "And for me it's ruined our friendship.
"I think we're done as friends. I can't see beyond the behaviour."
One of their most fiery clashes came after Piers received a test for COVID-19, with Lord Sugar calling him a "hypocrite" for not giving the test to a health worker.
