It's not very often that we agree with Lily Allen, but even we have to admit that she got it spot on when she drew parallels between James Bay and the most boring herb going.

It's only been a year since the hat-wearing singer won the Critics' Choice Award at the BRITS, but last night, he won the award for 'Best British Male'. Which speaks volumes for the depressing quality of British Male on offer, presumably. JAMES BEIGE, AMIRITE?

The guy is boring, his music is boring and even his acceptance speech was so completely devoid of personality that we started clawing our eyes out while watching it, just for something to do.

What's more, his cringeworthy 'campfire' guest slot with Justin Bieber on 'Love Yourself' was one of the worst things we've seen so far in 2016. If that was an actual campfire and those two pulled out a guitar and started singing, we'd make our excuses and go back to our tent to read.

Look! Other people agree with us, too. Here are the funniest Twitter reactions to James 'Boring' Bay at the BRITS: