As insults go...it wasn't actually an insult. Today, Gordon Brown's latest stint on the campaign trail hit the headlines for all the wrong reasons as he described a voter in Rochdale - 65-year-old Gillian Duffy - as "bigoted", without realising he was still miked up from an earlier radio interview.
He had spent a minute or two discussing immigration with Mrs Duffy in a visit to her street. By all accounts, it appeared to be going quite well, but as Big Gord hopped into the waiting car he began moaning to an aide about how he should never have been forced to speak to her in front of the cameras, before describing her as a "bigoted woman".
Commentators left, right and centre have been blathering on about how the gaffe (when is this word used in any other context?) has pulled the legs out from under Labour's election campaign, which is probably true if they continue going on about it for long enough.
But let's consider the facts. If you listen to the recording, Dear Prudence doesn't actually slate the woman, or go on and on about it, labouring the point. He just expresses his dismay at her views. That's it.
Meanwhile, the incident has generated a flurry of apologies. Brown apologised during a Radio 2 interview in which he was played the tape, head in hands, before telephoning the woman to apologise shortly after.
Obviously this was deemed to have been unacceptable as he then commanded his driver to throw the Labour Party battle bus into a handbreak turn, in order to go directly to Mrs Duffy to apologise to her in person. For more then half an hour.
He emerged from her modest two-up, two-down, all smiles, and apologised again, referring to himself as "mortified" and a "penitent sinner".
Back in Westminster, Peter Mandelson uttered something approaching an apology, seemingly to counter all the other party's spokespeople literally throwing themselves in front of microphones to add fuel to the fire.
So far, it appears no-one has yet apologised to me. Not that I'm a Labour voter, or particularly deserving of some kind of contrition, it's just that while everyone else is getting in on the act... I'm not holding my breath.
But as I said in my comment on the story on the Evening Standard website earlier today: everybody calm down.
This whole business raises a number of questions, which I will now do my best to answer.
Q: Does this debacle mean Labour will lose the next election?
A: No, that was already quite likely to happen a long time ago.
Q: Is the media scrum over this gaffe justified?
A: No, it was just a slow news day.
Q: Should Gordon offer up Peter Mandelson (or perhaps Jack Straw) as a sacrifice to regain favour with the Gods?
A: Yeah go on, why not?
Q: Will Gillian Duffy be voting Labour on May 6?
A: Don't bet on it.