This Morning's Cat Deeley had a firm four-word response to the man with Britain's biggest penis during an awkward segment of the show.
During Tuesday's show, hosts Cat and Ben Shephard sat down with Matt Barr who has been branded as the man with "Britain's largest penis".
His genitals measure over 11 inches and over 12 inches under the influence of a penis pump, with a thickest point girth exceeding 7.75 inches.
Matt revealed to Deeley and Shephard that he realised his penis was significantly bigger then average when he was a teen, admitting that such an attribute can be burdensome as well as exceptional, the Mirror reports.
Cat offered her opinion on the situation as she said: "Bigger isn't always better."
Matt agreed as he said he was keen on dismissing this commonly held belief, the Daily Star reports.
He said: "No it's definitely not! Besides practical issues, it often suggests that it is more virile, or it is more manly or that these myths are often perpetuated by those who brag about it."
Demonstrating the monstrous size of Matt's manhood, Ben then held up a ruler for comparison.
Drawing on the visual aid, Matt said his penis parallels the length of a long ruler when erect.
Although some viewers found the penis segment of the show to be quite entertaining, others branded it as "shameful".
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The show was classified as "embarrassing" by fans as they believed it was too soon for such a personal dialogue.
One viewer took to X, to write: "This has been done before. Are they doing this for the shock value, but it's just embarrassing at this time of day."
A second chimed in: "What a thing to talk about this time of day dear Lord."
Someone else fumed: "TV has sunk to a new low. I can't believe what I'm seeing #ThisMorning This is morning TV now? Absolutely shameful."
A fourth viewer also pointed out that Matt had previously shared his large penis story on This Morning.
Their comment was: "More rinse and repeat rubbish, that guy has been on before talking about his big c**k, only this time he has a book out ffs, when are they going to get new ideas on this boring tired show???"
Meanwhile, Cat walked off the This Morning set on Wednesday after co-host Ben made a cheeky joke following their controversial segment the day before.
As Lorraine asked the pair what was coming up on the show, Cat and Ben spoke about the concept of open relationships including the idea of someone having multiple sexual partners.
Lorraine said: "I couldn't be bothered," to which Cat agreed: "Me neither Lorraine, that's exactly what I said."
Ben remarked: "How do you fit it all in, that's what I am going to ask," before joking: "Similar question to yesterday wasn't it?"
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Lorraine quipped: "Oh god. Ben Shephard you are so naughty!"
Cat seemed to have had enough of Ben's cheeky joke as walked off the screen, exclaiming: "Bye!"
Ben quipped: "This open relationship has just ended completely" while he sat alone on the sofa as Cat could be heard laughing in the background.
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