Married At First Sight UK viewers have all made the exact same point after Kieran kissed another bride in front of his wife, Kristina.
Last night's (24 October) dinner party episode was heated to say the very least after Kieran kissed Polly - who herself is paired up with husband Adam - on the lips.
Now, while the smooch appeared to have been in jest - with Kieran, Polly and Adam laughing it off - Kristina was far from amused when the camera panned over to her.
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Take a look at the scenes below:
"Did you just kiss another wife?" she demanded to know.
Later, breaking down before her fellow brides, Kristina confessed: "I'm gutted."
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Kieran has since addressed the now-viral clip, taking to Instagram himself to share a series of four photos of him, Kristina and the other contestants at the dinner party.
He captioned the series of snaps with quite the teasing message.
"Did someone say 'let’s get f**ked up and have a dramatic dinner party?'" Kieran penned before he finally confessed: "I might have ACCIDENTALLY pecked another bride on the LIPS. #woops."
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Cryptically, the reality TV star made sure to add: "@kristinagoodsell has the patience of a saint, and I’m super grateful for her."
Following the bizarre turn of events, Kieran made the bombshell announcement about where his head was truly at when it came to his marriage with Kristina.
"I think she is incredible but..." he admitted before making a very sad four-word admission MAFS UK fans at home no doubt will be upset by: "The spark is gone."
"It's just one of those things. She is amazing," he added.
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Since then, Channel 4 viewers have put on their investigation hats and hit out at Kieran for not only kissing another bride whilst with Kristina - but for telling his wife he's been unable to kiss her throughout the experiment due to a 'cold sore' yet was A-okay when it came to kissing Polly.
One X user hit out: "Why did Kieran go kiss Polly????"
"Honestly so confused by Kieran kissing Polly on the lips after weeks of not kissing his wife and using the cold sore as an excuse, poor Kristina," sympathised a second.
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A third slammed: "Rooting for Kieran and Kristina the whole show for Kieran to just kiss someone else in front of her after 'struggling with intimacy'."
"Nooooooo. Why would you do that Kieran!?" another questioned.
"Imagine kissing someone else before you kiss your wife because of the cold sore!?? Wouldn't you want to snog the face off your wife after not being able to kiss her for so long?"
And a final X user echoed: Oh god Kieran that will hurt her for sure… you haven’t even kissed your wife but you can kiss another women…. Kieran is NOT IT… run Christina."
Married at First Sight UK airs every Monday to Thursday at 9.00pm on E4.
Topics: Married At First Sight, Married at First Sight UK, TV And Film, Reality TV, Channel 4