Dragons' Den fans said Thursday's episode was "painful to watch" as a businesswoman pushed Stephen Bartlett too far.
James Morgan and Anoushka Fernando, who run canine café business Pop+Bark, appeared on the BBC show to try and get some financial backing for the business. The two entrepreneurs wanted £35,000 for a 5% stake in their company.
However, they ultimately left with nothing after things became heated in the Den.
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Stephen said he had some doubts about the company, but he said these were overridden by the fact he really likes James and Anoushka, adding: "You've come in asking for £35,000, which isn't a huge risk to take, so I'm going to make you an offer".
He then offered all of the money for a 20% share of the business. Touker Suleyman then offered the cash for a 25% equity.
Discussing their options away from the Dragons, Anushka said: "I think maybe ask him if he would take it down to fifteen", to which James agreed. However, returning to the panel, Anushka pushed her luck and asked Stephen if he would be willing to drop to 10%.
James quickly said: "I don't think anyone's going to do that... I think fifteen". An affronted Stephen withdrew his offer, stating: "I'm out", and when Anoushka and James made it clear to Touker that it wasn't him they wanted to team up with, he was quickly out, too.
Anoushka later apologised to James, who said it was "not a problem". Fans at home were taken aback by what had happened, with many tweeting about it.
Simon said: "Can't believe she stuffed it up, that lift journey looked very awkward", while Rich said: "Painful to watch". Harry said: "He is going to bring that up every single time they argue".
Dragons' Den star Sara Davies said: "Not gonna lie... even I was cringing watching that back and I knew what was coming!"
Dragons' Den returns on Thursday at 8pm on BBC One and BBC iPlayer
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