Take a moment to pity Tom Bradby, the ITV News political editor who has come under sustained, expletive-riddled abuse by Twitter users confusing the close friend of Prince William with American Football star Tom Brady.
Spot the difference there? We're glad some of you seem to be able to.
Edinburgh University-educated Bradby is bearing the brunt of a vitriolic assault by users confusing him for the shamed New England Patriots player Brady, who was suspended over 'Deflategate' - a US sporting scandal in which the quarterback was implicated in the release of air from balls, giving his team an advantage.
A barrage of commentary intended for Brady, leveled at the oh-so-similarly-named Bradby, really is quite something. Stay classy, Twitter:
@tombradby You are are a lying, crying, cheating scumbag— Victor Rios (@Vrios1555) May 14, 2015
@tombradby FUCK YOU FUCKING CHEATER!!!!— Nikolas (@NikWilson81) May 20, 2015
— Cup of Joe (@CupofJoeintheD) May 11, 2015
But the barrage of tweets hasn't successfully dampened Bradby's spirits. In fact, he almost appears to be enjoying it.
On and on it goes. Hundreds of abusive tweets about some bloody ball I deflated. So just regular political abuse is a bit of a relief.— tom bradby (@tombradby) May 19, 2015
The funny thing is I do sometimes genuinely puzzle now over whether the abuse is actually intended for me or for Tom Brady.— tom bradby (@tombradby) May 19, 2015
Maybe I should just bill him and Gisele for the time spent talking to their fans.— tom bradby (@tombradby) May 19, 2015
Okay, in a moment I am going to put out a statement. Let's see how many times we can get it retweeted...— tom bradby (@tombradby) May 19, 2015
In answer to the critics, I just want to make it clear that the reaction to Deflategate is vastly overdone - as is the suspension.— tom bradby (@tombradby) May 19, 2015
I was going to start it with 'Gisele and I'...but I thought that was taking things too far.— tom bradby (@tombradby) May 19, 2015
But while Bradby may have made many enemies by inadvertently sharing an almost identical name with a US NFL player across the pond, at least he still has one fan...
I'm sending my love to @tombradby and The Patriots during these difficult times. You're a true American hero and certified dcreamboat.— Sheryl Moran (@beanielady58) May 20, 2015
On the plus side of Bradygate, have never - ever - been called a dreamboat before...— tom bradby (@tombradby) May 20, 2015