There’s nothing like the humiliation which comes along with losing a bet. You have to cough up money or some sort of “payment” to your friends and you look like a fool for being wrong too.

But, when you make a promise on social media, the pain of losing becomes all the more humiliating.

This is what British professor Matthew Goodwin learned yesterday.

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He had earlier predicted that the Labor Party wouldn’t be able to poll greater than 38% and if they did he would eat his new Brexit book.

I'm saying this out loud. I do not believe that Labour, under Jeremy Corbyn, will poll 38%. I will happily eat my new Brexit book if they do

In what was and will most probably be the funniest part of the UK elections this year, Goodwin went on live TV yesterday and ate his book. We can’t stop laughing. Check it out:

This man just ate (some of) his book live on Sky News after making an incorrect #GE2017 prediction @GoodwinMJ pic.twitter.com/13IaFLaJvx

While whether Goodwin is an expert on UK politics or not is debatable, one thing we can tell you without any doubt whatsoever is that he is a man of his word.

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