a fatal blunder.
The Annual World Pie-Eating Championships in Wigan - now in their 22nd year - were reaching another gripping finale as the competitors chomped and chewed their way through the traditional meat and potato pie.
The winner - Barry Rigby, 37, from Wigan, a warehouse supervisor and part-time fitness instructor - was very pleased with himself for scoffing his pie in a lightning speed of 42.6 seconds.
But his moment of glory was short-lived when the contest was declared null and void because the pies were too big. Instead of being the required 12 centimetres across and 3½ centimetres deep, they were found to be twice the size.
The work-experience guy had mixed up his orders and delivered the 24 competition pies to a divorce party instead of the pie-eating contest.
It's not reported how Barry reacted to the devastating news. Did he take it philosophically, shrugging his shoulders and saying it was just one of those things? Or was he apoplectic with rage, smashing the furniture and vowing never to eat another meat and potato pie? We can only guess.
Tony Callaghan, owner of the contest venue Harry's Bar, says "Everyone took it in their stride and demonstrated the professionalism of pie-eating at this level." I suspect that was tongue in cheek - or even savoury pie in cheek.
Don't laugh. The world of competitive pie-eating is very serious. Very serious indeed. Last year pie-lovers from as far as Australia flocked to Wigan in the hope of taking home the coveted crown. Aspiring pie-eating champions spend the whole year whittling down their chewing times to a record-breaking minimum.
If you think you could do better than them - it's just pie in the sky.