When Rupert Murdoch appeared on Twitter over the Christmas holidays some people were quick to point out the global media tycoon was following just four people, one of whom was avuncular reality TV grouch Alan Sugar from BBC show The Apprentice.
Among those who appeared to notice was Sugar himself who tried to engage Murdoch in a bit of small talk...
Yet only a couple of days later it was pointed out that Murdoch had stopped following Sugar's tweets (which appear to consist of slightly awkward banter with fellow reality TV judge Piers Morgan).
This news brought a response from Sugar, who was clearly reeling from the snub:
However, I wonder if in his rather sparsely populated timeline, Murdoch had perhaps noticed this tweet from Sugar on Tuesday night, criticising the Murdoch-owned Fox TV station:
It shouldn't have been a biggie, but if 25 per cent of the people you followed on Twitter started criticising your company you might be tempted to start doing some unfollowing.