This Morning fans were left confused as a Joe Wicks lookalike revealed he charges £75 an hour for hugs.
Trevor Hooton - who calls himself Treasure - has a business where he offers people the chance to buy an hour of hugs off him. Treasure, originally from Montreal, Canada, offers cuddle therapy to those who want some platonic affection.
He opened up about his three month old business on the show today, as he explained how important it is to find out exactly what kind of hug a person wants so he can deliver what the person is paying for.
