If the prime time, spandex-laden rise of Ed Balls has taught us anything, it's that we must stop former politicians becoming memes at all costs.
So – despite all evidence to the contrary, considering we've literally written an article about it – we want you to ignore the fact that ex-Tory leader Iain Duncan-Smith just rapped Eminem's 'Lose Yourself' on Good Morning Britain. Just pretend it never happened. Hit your head against a wall and walk away.
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He was sat with Labour politician Chuka Umunna and hosts Piers Morgan and Susan Reid when he recited one of Eminem's most famous verses in relation to Diane Abbott's disastrous interview with LBC presenter Nick Ferrari last week.
Let the cringers continue.