On Sunday night, a man with a mind known to produce nothing but chia seed pudding brought his naturally sweetened mush to millions. By Monday morning, the nation’s print media had reacted to the sham controversy with genuine concern. Pete Evans has been the featured “guest”, by which we mean cross-promotional device, on Seven’s Sunday Night and dozens of commentators asked, how is this man permitted on TV?

Yes. It is shocking that a man who urges so many to forgo their “Western medicine” in favour of, I don’t know, chard and magpie puree, is on TV. It is shocking that a good number appear to accept that an argument against medical profiteering can be made by a man himself so regularly on TV to promote books. It is shocking that there are so many persons on our screens declaring easily debunked falsehood as truth. It is shocking that this no longer matters.