Like the rest of the country today, This Morning hosts Rylan Clark and Ruth Langsford reacted to the rocketing energy price cap amount that was confirmed earlier by Ofgem.
Rylan has been standing in for regular hosts Holly Willoughby and Phillip Schofield with Ruth Langsford all week and the pair have proved a fan favourite combination together.
But after they chatted about the cost of living crisis, Rylan was forced to raise an issue as he revealed he'd been receiving messages suggesting he had nothing to worry about, regarding the hike in prices.
After Rylan hit back, Ruth then added she too had received similar messages, as Rylan insisted to viewers that the crisis would "affect every single person we know".
Tweets on the show hashtag included: "Ruth and Rylan are rich and have loads of money, look at them with their fake concerned faces."
ITV viewers were told the grim news from Ofgem on Good Morning Britain where hosts Kate Garraway and Adil Ray broke the story that the "stark" increase from October 1 had been revealed.
There was also warning that customers could be paying before this date of October 1, as companies could spread out the costs.
As Kate discussed the "urgency" of the matter the UK were waking up to, co-star Jonathan Swain shared concern that the amount could increase again in the New Year by up to £5,000.
Kate had said: "We have breaking news this morning. Energy regulator Ofgem within the last few seconds have announced the energy price cap will rise from £1,971, to £3,549.
"This means millions of households will face an 80 percent rise in energy bills from October."
Money saving expert Martin Lewis appeared on GMB, Lorraine and This Morning to offer any advice he could about the price hikes, with him visibly emotional over what was unfolding.
Begging the government to act now, he shared his outrage - while Ruth and Rylan backed Martin, and thanked him for his advice.
It was after the discussion, and after both hosts branded the price cap increase and the lack of help from the government "disgusting", that Rylan spoke out.
As the show returned from an advert break, he commented: "I should just say this as well, and this is a very personal thing I'm going to say.
"You get a lot of people saying, 'what do you know? You've got money, you're a TV presenter' and things like that. Let me just say, I'll be honest with you.
"I've also got a mum, I've also got a brother, I've got family. I'm very lucky that I do my job and I've been working in this industry for 10 years now, and I've been very clever with my money.
"But this is affecting everyone, this is gonna affect every single person we know and it's all very relative, so we're gonna ask those questions. I just think it's absolutely disgusting what is going on at the moment, I really, really do."
Ruth added: "I take your point because I get the same. It is our job to ask those questions."
Rylan then said: "We're gonna help, that's what we're gonna do."
Many viewers backed Rylan for his comments, with one writing on Twitter : "Go Rylan...talking sense, I like his passion and his presenting."
Another agreed: "Well done @Rylan," as a third added: "Loving @Rylan on #ThisMorning speaking for us all and his passion. Get them told."
Good Morning Britain airs weekdays at 6am on ITV and ITV Hub.
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