In a move described as both "brave"and "a terrible PR idea", British Gas decided to host a Twitter Q&A - on the same day it unveiled a 9.2% price hike.
Why? Presumably in an effort to generate the heat lost by people switching their boilers off as they tighten their purse strings across the country.
Suffice to say it went as well as you would expect.
The company's customer service director, Bert Pijls, aka the man with a job no one would want even if they were facing a winter freezing to death, sat in his presumably comfortably heated office (he was only wearing a shirt) and took what was coming to him.
This Burt. We almost feel sorry for him. Almost...
There was the angry:
The conspiratorial:
The advice-seeking:
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And the beautifully absurd...
And of course, there was the verdict:
But what did Burt have to say? Well, he just ignored all the tough questions and waffled on about "investing", "wholesale costs" and... well "wholesale costs" came up a lot.
So what about the future for British Gas? What do you care, you'll have frozen to death by February...