A scene from last night's instalment of Married At First Sight UK has caused quite the stir online, with hoards of viewers swarming to the defence of one bride.
Fans of the show will be well aware that Adam Aveling has taken no prisoners when it comes to his controversial views since the series kicked off.
Within hours of wedding his on-screen wife Polly Sellman, 28, the groom made a handful of remarks about his wife's appearance.
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The first few 'red flags' saw 33-year-old Adam telling viewers during a confessional that the 'initial attraction's not 100 percent there'.
"She's not my usual type," he continued. "10 out of 10 for me would be petite, brunette, dark features, tan. She's not what I expected."
And after claiming he can appreciate his new bride's 'bubbly personality', Polly's best friend Alfie ran to her defence, informing her of all his hurtful remarks.
Since then, Adam has fallen under the watchful eye of viewers, who've been left disappointed to his outdated views when it comes to appearance.
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Naturally, therefore, when a rather intimate scene from last night's show saw Adam issuing a series of excruciating demands to his new MAFS UK Mrs.
Whilst 'enjoying' their honeymoon, Adam and Polly opted to give one another massages, during which he let out a number of cringe-worthy comments.
"You can go harder if you want," he told her. "I thought you said this would be the best massage of my life?"
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And it's safe to say that - whether he was teasing or not - Adam's remarks have not gone down too well with viewers.
"Polly, just go home hon, and give up the ghost. Adam is vile," one advised her.
Another went on: "Can’t stand Adam. Absolutely vile. She’s gorgeous and deserves better".
"Adam wasn't worth that massage .. he definitely seems like an a*****e", added a third, before a fourth penned: "Adam was such a d**k with that massage".
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Another begged: "Polly, just go home hon, and give up the ghost. Adam is vile."
Adam also came under fire following last night's episode after he appeared to be giving Polly the cold shoulder, despite the couple having spent their wedding night together.
Adam told the camera crew: "Oh, the wedding night it did get a bit intimate. Thinking about it, I realised that maybe I shouldn't have done it just because I don't know where my head's at."
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Polly then revealed: "There has been intimacy with me and Adam. It happened really naturally and it's been really nice because I feel like, again, that really helped us be where we are."
The two being clearly on different pages eventually dawned on Polly who took the opportunity to try and get a clear message from him while they visited a spa.
She asked: "So how are you feeling now? You've said that you're, like, a bit of a slow burn. Like, how do you feel, like, now? Has the candle… has it been lit?"
Adam avoided the question and began to stumble over his words, responding: "I've just gone all giddy. My mind's gone blank.
"Erm… I was trying to wing it, and I need to actually think, don't I? Like, there's loads of pressure on me now."
Polly then admitted to the camera: "It's making me feel a bit worried, cos I think that he should have been able to answer straight away."
Taking to Twitter, one viewer hit out: "Polly is giving Adam too much power. He fancied you enough to sleep with you. Tell him you ain’t got time to waste and you don’t have to wait on him either."
Topics: Married At First Sight, Married at First Sight UK, Reality TV, TV And Film, Channel 4
Rhianna Benson