It all got rather awkward on the Good Morning Britain set this morning with Piers Morgan continuing to mock Alex Beresford.
The outspoken host's feud with the weatherman raised its head again as they were discussing papooses.
The 54-year-old TV presenter claimed that no man who wore a baby carrier would "ever have sex again" as the 38-year-old weatherman revealed that he was a fan, reports Devon Live.
The ITV breakfast show's floor manager was modelling a new take on the papoose when Piers kicked off his rant, moaning: "You would never have sex with a man again if he showed up wearing one of these.
"Dads should just do what I did, which is carry them with your own arms or your own shoulders, be a man.
"What is happening to the men of the world, it makes them look utterly ridiculous!
"I have a theory that once you wear one of these ridiculous papooses no man ever gets laid again."
Susanna Reid then turned to the only other father in the line-up, asking if he'd ever worn a papoose.
Alex, who is dad to eight-year-old Cruz, replied: "I did wear a papoose, I love it.
"I was a modern man, I used to wear the papoose and do some housework and help out."
Turning to Piers, he added: "Some stuff you would never have done."
Piers hit back: "You are absolutely right, there is the prime example of what I am talking about.
"If this is the future of mankind then we are dead."
Susanna argued: "Alex in a papoose is most women's idea of a Love God."
Good Morning Britain airs at 6.30am on ITV.
