It's not very often we feel sorry for people who have paid more money in tax than there are people in the world.
But Bill Gates - who has handed over more than $10 billion in taxes - just looked so mortified when he was asked to guess the price of groceries that we want to give him a cup of tea and a Werther's Original.
Gates' public embarrassment came on a recent episode of The Ellen DeGeneres Show when the Microsoft co-founder was forced to play a game called "Bill's Grocery Bills".
Not satisfied with making him participate, Ellen also decided that Gates' success would determine whether or not the audience went home with a prize.
"When was the last time you have been to a supermarket?" Ellen asked.
"A long time ago," Gates admitted.
Cut to Gates rather confidently declaring that a box of Rice-A-Roni cost $US5 (really $1), a box of laundry detergent $4 (really $19.97) and a bag of pizza rolls $22 (really $8.98).
By the time Gates had reached the final item - a frozen spinach dip - he looked so over his televised humiliation that he required numerous prompts.
"Thank you," he awkwardly whispered to Ellen.
Someone get the man a Butter Menthol.