The BBC's highest-paid star couldn't get beyond his first weekend back after his three-month suspension without generating fresh outrage – this time by urging his radio sidekick to have sex with an 86-year-old Alzheimer's sufferer.
Is this a tabloid beat-up or a legitimate outrage? You decide.
But whatever the rights or wrongs, no matter if you love or hate Wossy, there is a wider issue. Will the sustained attacks on Ross make it impossible for him to do his job?
Although the most recent statistics suggest just 25 people have complained to the BBC over this latest incident, that number is likely to get higher and experts such as PR man Max Clifford say that Ross is ultimately finished.
Listening to Ross on Radio 2 on Saturday morning, after Brian Matthew's excellent Sounds of the Sixties programme, I thought that he was below par, his banter with producer Andy Davies strained.
When Davies mentioned an elderly woman who pestered him in his Spanish village, Ross begged him to "just for charity ... give her one ... One last night before the grave. Would it kill you?"
Storm in a tea cup?
The News of the World got excited and the BBC did not react well. Ross and Davies said that this woman probably did not exist and had been exaggerated for comic purposes – hard to sustain when the mentally ill Francisca Guzman duly appears on the front page of the Sun today accompanied by outraged quotes from her son.
Ross later said that "give her one" meant "give her a hug".
It must have stopped being fun for Ross by now. The paparazzi outside his home and at work. The News of the World turning up at his home in Hampstead on Saturday night and badgering him. The Screws asking his wife, Jane Goldman, if Ross was hiding behind her.
And all the time the refrain: a £6m a year, three-year contract.
Many, including radio reviewer Miranda Sawyer have welcomed Ross back but he is now such a lightning rod for discontents that he cannot do his job properly.
The Sun and the News of the World have splashed Ross on their front pages three times in the past four days and astonishingly, the Screws thought he was a bigger story than the break-up of Prince Harry and Chelsey Davey.
In contrast, the Mail on Sunday and the Daily Mail, which led the media pack on Russell Brand, have been more muted, preferring the BBC Gaza controversy.
But any outraged Tory MP, near a phone and with an urge to get their name in the paper - John Whittingdale is on line one! - can take advantage.
Any newspaper editor, with their phone on speed dial to the wronged Georgina Baillie, Andrew Sachs's granddaughter, can offer her space to vacillate between calling for Ross to be sacked and condemning the outrage against him.
Russell Brand decided that the situation was intolerable and quit, realising that if you take the licence fee money out of the equation, you starve tabloid outrage.
How is Ross feeling right now? Licking his wounds in Hampstead after the News of the World visit? Flushed with the record ratings for Friday night?
PR man Max Clifford told my colleague Caitlin Fitzsimmons last week that a "bigger problem" for Ross was he no longer had the freedom to give the "slightly rude, slightly naughty" performance his fans expect, because of the intense media interest scrutinising every move.
"He's in a bit of a straitjacket. The freedom of reaction and freedom of movement that is crucial to his performance is gone - the challenge is, can he be the the person his fans will want him to be without upsetting people at the top who are paying him £6m?
"He has nowhere else he can go to get even a fraction of this money."
But go he will, at some stage, I predict. Just like Brand. For less money. But a quieter life.
