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Piers Morgan has made a career out of mocking and bullying people online, but now he's getting a taste of his own medicine.

The media provocateur has become one of Twitter's latest laughing-stocks after his new book sold just 5,650 copies in the U.S. since its release a year ago, despite Morgan's supposed nearly 8 million followers on Twitter.

The furor began after a New York Times article cited Morgan as one of several examples of a figure's social media following not translating to healthy book sales—which people on Twitter seized on immediately with gleeful mockery towards Morgan.

Morgan's book, a screed against wokeness and cancel culture called Wake Up: Why the World Has Gone Nuts, would seem tailor-made for the more conservative-leaning U.S. market, which is constantly decrying the same issues.

Instead, it face-planted hard.

Morgan, of course, immediately took to Twitter upon the Times article's release to crow about its supposedly inaccurate numbers.

Morgan tweeted his sales figures in the U.K., claiming the Times had lied about his sales figures.

He wrote:

"There's been a lot of gleeful media coverage of my Wake Up book sales since the @nytimes falsely claimed I only sold 5650 copies."

Morgan then detailed his U.K. and digital sales, which are upwards of 190,000 books.

But the Times did not misrepresent Morgan's sales.

It merely focused on its sales in the U.S., a major book market in which Morgan is a household name after years of hosting television shows on American networks—a market where his sales to reiterate, are only 5,650 books.

On Twitter, both the original story and Morgan's attempt to clap back at it left his detractors downright jubilant.

They had a field day pointing and laughing at it.

Turns out being purposefully offensive for Twitter clicks isn't always an effective media strategy.

Who knew?