As telly stars go, Dermot O'Leary is perhaps one of the more down to earth - or so we thought.
ITV This Morning viewers have been left utterly stunned today by the presenter's admission that he has never heard of two of the most popular budget stores in the UK.
Hard for most of us everyday folk to imagine a world without the likes of B&M or Home Bargains.
But it turns out that's the world Dermot lives in, after he appeared completely "baffled" by the existence of the two shops during a segment with the Coupon Queen.
Where would be buy our cleaning products for half the price we'd be charged in other major supermarkets without them?
Where else could we deck out our houses in glam style for a quarter of the budget we'd need for more expensive stores if they didn't exist?
Those are the questions on a lot of viewers' minds this morning after Dermot's revelation.
Just as shocked by the news was his co-presenter Alison Hammond, who said she's thinking about taking her colleague on a special trip to the shops to see what he is missing.
Fans were shocked but finding the whole episode very amusing.
One said: " @radioleary #DermotOLeary 's utter bafflement at learning about #HomeBargains and #BAndM stores from the #CouponQueen on @thismorning @AlisonHammond 's concerned but calming hand on his shoulder, explaining about the stores.
One added: "Wow!! Watching @thismorning and @radioleary doesn't know what @homebargains and b&m is??? What world does he live in?? Where does he shop?? Bloody odd??? @AlisonHammond."
And one said: " @radioleary has never heard of Home Bargains or B & M @thismorning how is this even possible @Josiestweet @AlisonHammond please show him how the other half live lol."
While one fan suggested: " @thismorning @radioleary @AlisonHammond. Please please please do a feature on your show taking Dermot to @homebargains and B&M. We need to show hi@ what he’s been missing. #Dermotgoesshoppung."
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