Black Friday tends to be a great time for some local news coverage. Hundreds of eager shoppers lining up in early morning hours tend to make for great visuals and person-on-the-street interviews.

That's what Joshua Short of WNDU in South Bend, Indiana, expected. He was sorely disappointed—and didn't mince words when he gave his report on the scene at around 5:15 A.M. local time.

Josh how do you really feel about #BlackFriday?



Sorry @AlexWilcoxTV lol pic.twitter.com/WWEu4ym50A — Joshua Short (@JoshuaShortWNDU) November 24, 2017

The segment caught fire online. Short and anchor Alex Wilcox appeared to enjoy the moment, if not get a caught off guard by just how fast it spread.

Going viral is cool right?? You know what’s not so cool - a tweet you’re mentioned in going viral.@JoshuaShortWNDU you did this to me! pic.twitter.com/VV4BmaXM1H — Alex Wilcox (@AlexWilcoxTV) November 25, 2017

Wow, just wow 😳 — Joshua Short (@JoshuaShortWNDU) November 25, 2017

This is how journalists make something out of nothing while giving an accurate and honest assessment of what's happening on their beat. Here's hoping Short did get to catch up on some of that sleep he missed.