Bosses at the UK's biggest travel metasearch engine TravelSupermarket will be left scratching their heads this week after learning that the frontman for its sister brand's expensive TV campaign is a big and very public fan of a rival travel site.
Peter Jones, a star of the BBC's wannabe entrepreneur show Dragons' Den, is the current face of MoneySupermarket's £14 million push on national TV in the UK.
But in his regular Money & Work column for Skymag, the customer magazine for Sky TV subscribers, Jones says the following:
"My family and I have just been away for half-term to Barbados, and I found a great website, Skyscanner, for flights if you're thinking of going away for Christmas.
"They search all the airline companies and compare prices and routes. You can save half the price of a ticket!"
Imagine the furore if Priceline's William Shatner said on the David Letterman show that he rather liked Ebookers (part of the Orbitz empire)?
Yes, imagine that...