SNOOOOOORRREEE. OK, it's a family event, but - again - a finger flash (which I've still yet to catch despite watching the video 3 times now) is hardly a sparsely adorned wibbling mammary unveiled by a one time Disney Club poster child.

As for her singing "I don't give a shiiii...", that was a lyric penned by Madonna. A similar lyric has been sung by Cee Lo Green across radio and televisual waves at various times of the day for a couple of years now.

Anyway, Madonna - who's busy promoting a new album named after herself on some pretty powerful yokes - allegedly isn't happy with M.I.A or her finger: "Madonna wasn't impressed. She prides herself on professionalism. M.I.A did nothing similar in rehearsals. Nobody knew she was going to pull this stunt. Madonna wanted to put on a world-beating performance. But everyone ended up talking about this girl's middle finger." And Madonna's new ablum in the process. How bad.

As for M.I.A, one of her reps said: "She wasn't thinking. She was caught in the moment and she's incredibly sorry." That's nice, but she still might have to pay a fine.

That's not enough for the PTC (Parents Television Council. They've had the odd gripe before). The head of the organisation said it was "the selfish act of a desperate performer... M.I.A used a finger shamelessly to bring attention to herself, effectively telling an audience filled with children, '**** you'."

That's one way of looking it at it, but only if you draw attention to it. You know, make a big deal out of it. Did I mention I didn't notice the offending finger despite watching the video three times now?

Personally, as a parent to several phantom children, I found Miley Cyrus pole dancing at the Teen Choice Awards far more unnerving. Or the many lady dancers behind M.I.A. there with their crotches in the air.