This Morning has been plunged into a state of despair - and with it, the futures of those who front it.
First, the show was shaken by the reported feud between hosts Phillip Schofield and Holly Willoughby, which culminated in the former's departure.
Then the bomb was detonated when Schofield confessed to having once had an affair with a much-younger production assistant on the show, which he described as 'unwise but not illegal'.
As a result, the TV stalwart stepped down from ITV altogether and now many are questioning what Holly knew, calling for her to be axed alongside her co-star.
Dianne Nelmes - who launched the hit daytime show 36 years ago - argues the award-winning programme should be dropped, along with Holly.
Just like Ant McPartlin and Declan Donnelly, their names have become synonymous, and Dianne argues there is no coming back for the pair.
"I don't think that Holly can hold this show on her own, not even with Alison Hammond which is said to be the favoured outcome" she told the Mail.
"I also think that they need to get Holly out because as long as she is on the show then it will be on the front pages and she will be the story, and that just allows the damage to continue."
Following Phillip's bombshell statement on Friday night, Holly confirmed that she had been left in the dark, explaining that she was 'hurt' by Phil's choice to lie when she confronted him about the rumours.
Many fans have questioned her account, asking whether she knew all along given her once close bond to 'bestie' Schofield.
But with Phil as the patriarch of ITV, even if she did know - and there is no evidence to suggest she did - what could she have done?
As ITV's golden boy, Schofield was one of the most powerful players in the industry. On top of that, he's said to have had the backing of some of ITV's top dogs.
Holly was also intrinsically tied to Phil by their shared management company YMU. Where again, Phil was the bigger star.
If Holly has whistleblown, would she have been believed? Would she have been shot down and cast off as being bitter, resentful and jealous?
If she did know, is that why she really fell out with Schofield? After all, it was three years ago that Holly quit YMU, which was around the same time that whispers of Phil's affair started swirling.
On top of that, why should she pay for the actions of a colleague? After all, while the affair between Schofield and the runner calls into question abuses of power and trust, his on-off boyfriend was aged over 18.
As one Twitter user urged: "Holly Willoughby isn't the problem. Don't make a woman the scapegoat for a man's actions."
Dianne predicts that ITV might wait until the summer to have a "complete clear out of everyone" before putting the show in a "safe pair of hands".
But having been the face of the show since 2009, there are no signs of Holly backing down - and good on her.
Speaking exclusively to The Mirror, a source said the Wylde Moon guru has no intentions of quitting This Morning, and hopes to 'ride out the scandal'.
They said: "Holly is determined to stay put - the only reason she would leave now is if This Morning is axed. She has absolutely no plans to leave."
The telly star, who is currently off-air amid her family holiday, has been there for Phill throughout his darkest moments - from him bravely coming out as gay to his brother's sickening conviction for child sex abuse.
However in recent times, she has reportedly attempted to cut ties with disgraced Phil, who she credits for helping her land the coveted This Morning gig all those years ago.
She changed management, removed the 'Twitter legend' from her social media bio, and tried to create distance between the stars that once holidayed together in a bid to show the public that she is her own deserving entity.
We don't know exactly the conversations that have taken place behind closed doors, but more women should be taking a stand in support of Holly, instead of tearing her down.
Why should the favoured presenter have to leave the job she loves and has worked so hard for because her co-star did something behind her back?
