Ashley Simms is currently on a mission to expose those pretending to be homeless, taking extreme measures to pluck out the phoney from those genuinely on the streets.
Simms even went as far as admitting to photographing rough sleepers because “they don’t like it”.
But when Holly Willoughby tried to get an edge in, stressing that in such freezing conditions people shouldn’t be put off helping those in need, Simms cut her off.
“Can I make a point?” he began, which was met with a big sigh from Willoughby.
“These people haven’t got the life skills me and you have, but next steps help them with he next step of their lives.”
The debate sparked a huge reaction on Twitter with viewers divided by Simm’s controversial regime.
This Morning airs weekdays at 10.30am on ITV.