British broadcaster Piers Morgan is facing backlash online after taking the mickey out of what gender the newborn royal baby will identify as and being unenthused by its birth.
On Monday, Prince Harry and Meghan Markle welcomed their first child after weeks of speculation about when the baby would arrive or if it had already been born.
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While news of the birth was warmly greeted around the world, Morgan commented on Twitter that he wasn't too excited about talking about the baby on his Good Morning Britain breakfast show.
"Trying, but currently failing, to muster up a semblance of enthusiasm for this royal baby story before tomorrow's Good Morning Britain," he tweeted.
The broadcaster then said he hoped Meghan announced what gender the baby would be identifying as to make his show more interesting.
"Hopefully Meghan will announce her son is identifying as a gender-fluid vegan before we go on air."
The tweet was immediately criticised as smug and unnecessary.
"Still seething that he wasn't invited to the wedding," questioned one Twitter user, while another said: "Just stay home and save us all from your negativity."
"I doubt that they'll be mustering up any 'semblance of enthusiasm' to watch you."
But Morgan did get some support from people saying they were over the barrage of royal baby news.
"I'm bored with it already on social media, don't want to see it all over the TV too. Managed to avoid it all day!!"
Morgan may also not be too far off the mark regarding the baby's gender.
In February, Vanity Fair reported that Meghan was understood to be wanting to raise the baby without gender-stereotyping. Their nursery is also reportedly gender-neutral with white and grey colours over the traditional pink or blue.
"Meghan has been talking to some of her friends about the birth and how she and Harry plan to raise their baby. Her exact word was fluid," an unnamed source told Vanity Fair.
The Duchess of Sussex has also broken other traditions, such as not appearing at the Lindo Wing of St Mary's Hospital following the birth and not wearing specific clothes and accessories stipulated under royal protocol.
She has been outspoken in her support for feminist causes and socially progressive organisations.