The Diary declares war on anyone who has a bad word to say about Grandma's House, the BBC's new Jewish family sitcom.
How could we do other than proclaim its genius after Monday night's episode which featured copious shots of a character reading the JC?
I cannot reveal the cunning wiles that got us round the Beeb's normally impassable product placement defences and would be the envy of market departments everywhere.
Meanwhile, the show, which is co-written by Simon Amstell and Dan Swimer, is likely to add to the stock of Yiddishisms that have entered everyday language.
The grandpa character referred this week to a "little pisher" - possibly the phrase's first utterance on mainstream British TV.