As you sit down to watch John Lewis’s annual festive offering spare a though for... John Lewis.
Not the shop, the man actually called John Lewis and whose Twitter handle is @JohnLewis and describes himself as “computer science educator, father of four, social liberal, atheist, and not a retail store”.
You can see where this is going...
Once again he has been inundated with people both praising and slamming - in the most lewd of terms - work of which he has nothing to do with.
Here’s how his day has gone so far.
1) It was an ironic start.
2) But even the real John Lewis can’t resist the lure.
3) At first it appeared people had learned the lessons of previous years.
4) Just when it looked like it could be all fine...
5) And so it continued.
6) The struggle is real.
7) Then things escalated but jaded John kept his cool.
8) By this point John’s patience was wearing a little thin.
9) The latest...
We’ll update you throughout the day.
Now, do we tag him when tweeting this story out...