Last night’s Love Island antics ruffled the feathers of many viewers up and down the country, as we witnessed lothario contestant Adam harshly ditch his current partner Rosie for new villa inhabitant Zara.

Why were we all so aggrieved with Adam’s behaviour? Was it the way he went about hopping from one girl to the next or was it because we’ve all known an “Adam” in our time?

For those who either didn’t see last night’s show or who are avoiding it like a Game Of Thrones spoiler, here’s some context: Adam was previously coupled up with Kendall, who he ditched for Rosie, but then he was selected by newcomer Zara for a date.

Instead of doing what any decent person would do and let Rosie down gently, or at least do the decent thing and have a proper discussion with her first, Adam ignored his partner for the whole day, finished the date smugly, told Rosie that he’d had a brilliant time and then made out as if Rosie had been putting him off by being sullen. He even used the term “face like a slapped arse.”

Later on in the show, Rosie pulled him aside for a heartfelt discussion where she told him that he’d actually hurt her feelings and pleaded with him to think about his behaviour. And what did Adam do? He sat there, smirked, and complained that she’d nodded at him.

Social media came alight with tweets about his bad behaviour, comparing his actions to emotional abuse. Adam was accused by many of “gaslighting” Rosie by making her doubt herself as he blamed her for his sudden disinterest – and for his new interest in Zara.

Love Island: best moments of the 2018 series Show all 92 1 /92 Love Island: best moments of the 2018 series Love Island: best moments of the 2018 series Love Island winners Jack and Dani in shock after they are announced the winners of Love Island ITV/Rex Love Island: best moments of the 2018 series Danny Dyer approves of Jack Dani's Mum and Dad called in to say how proud they are of her and how much of a geezer Jack is ITV Love Island: best moments of the 2018 series Laura's wedding gaffe When Laura and Paul's families met, Laura was left looking silly when Paul suggested the location as a wedding venue for his sister's wedding, but Laura thought he was referring to their own ITV Love Island: best moments of the 2018 series Georgia and Sam are dumped After refusing to couple up with anyone else, Georgia and Sam left the villa to be with each other ITV Love Island: best moments of the 2018 series Alex chooses Alexandra Alex chooses to couple up with Alexandra even after he ditched her to pursue new girl Laura (who Jack chose to recouple with) ITV Love Island: best moments of the 2018 series Sam announces he isn't coupling up with anyone Wes and Jack are shocked after Sam announced he wouldn't be coupling up with anyone else ITV Love Island: best moments of the 2018 series Twitter challenge Dani and Jack during the Twitter challenge ITV Love Island: best moments of the 2018 series Secret kiss Georgia and Sam secretly kiss in the bathroom ITV Love Island: best moments of the 2018 series Alexandra makes her decision Alexandra chose to couple up with Alex, meaning new boys Idris and Kieran ITV Love Island: best moments of the 2018 series Samira leaves Samira decides to leave the villa and follow her heart and Frankie ITV Love Island: best moments of the 2018 series Fireman rescue challenge Jack during the challenge ITV Love Island: best moments of the 2018 series Alexandra dates Alex Alexandra entered the villa via the hideaway, asking Alex to be her first date ITV Love Island: best moments of the 2018 series Jack pulls up Idris Jack confronts Idris after he told Laura that it looked like Jack was the one who kissed Georgia and that she shouldn't trust him ITV Love Island: best moments of the 2018 series Megan and Wes get close Megan and Wes kiss in the garden ITV Love Island: best moments of the 2018 series Idris chats to Laura Idris pulled Laura over for a chat ITV Love Island: best moments of the 2018 series Two boys enter Two new boys, Idris and Kieran, entered the villa soon after Frankie and Grace were dumped. 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ITV Love Island: best moments of the 2018 series Rosie confronts Adam Rosie confronts Adam after he spoke about how he thought she was materialistic and that new girl Megan was attractive to others ITV2 Love Island: best moments of the 2018 series Eyal confronts Hayley After Wes tells Eyal that Hayley has been talking about him behind his back, Eyal breaks it off with Hayley ITV Love Island: best moments of the 2018 series Dani dumps Jack Nearly days into their relationship, Dani had a change of heart and packed it in with Jack. He quite literally brushes it off, though it has been speculated that he took it harder than he lets on ITV Love Island: best moments of the 2018 series First date for Georgia Niall and new girl Georgia hit it off on a date after the public voted for them to go on one after she entered the villa ITV Love Island: best moments of the 2018 series Awkward kiss Alex goes in for a kiss with Hayley during a game but it turns a bit awkward as she laughs and moves away.. ITV Love Island: best moments of the 2018 series ...and moves on very quickly Minutes after telling Kendall he was no longer interested in pursuing something with her, Adam went straight to Rosie for a chat which soon turned into a kiss ITV Love Island: best moments of the 2018 series Adam 'breaks up' with Kendall... Adam tells Kendall he doesn't think it's going to go any further between them both ITV Love Island: best moments of the 2018 series The new girls arrive The boys' attention (and the girls' apprehension) is drawn to new arrivals Rosie and Georgia ITV Love Island: best moments of the 2018 series Kendall has first kiss of the series with Adam Adam recoupled with Kendall and they were quick off the mark, sharing the first kiss of this year's series ITV Love Island: best moments of the 2018 series Niall leaves the villa in a shock exit Doctor Alex reads a statement out to tell fellow islanders that Niall has left the villa for personal reasons, nobody knows why ITV Love Island: best moments of the 2018 series Love Island villa The garden area and pool at the Love Island villa PA Love Island: best moments of the 2018 series No one fancies Alex The girls were lined up and asked to step forward if they fancied A&E Doctor Alex: they didn't Love Island: best moments of the 2018 series Kendall chooses Niall... Kendall stepped forward for Niall during the first coupling. He soon seemed worried when the sixth man, Adam, arrived who pointed out he fancied Dani, Laura and Kendall ITV Love Island: best moments of the 2018 series Love Island villa The lounge area in the Love Island villa PA Love Island: best moments of the 2018 series Love Island villa The bedroom in the Love Island villa PA Love Island: best moments of the 2018 series Love Island villa Entrance to the Love Island villa PA Love Island: best moments of the 2018 series Love Island villa The bathroom in the Love Island villa PA Love Island: best moments of the 2018 series Love Island contestants arrive Laura, Dani, Samira, Hayley and Kendall wait for the men to arrive at the villa ITV Love Island: best moments of the 2018 series The Cast This year's cast, from left to right: Adam, Hayley, Jack, Kendall, Niall, Samira, Alex. Dani, Wes, Laura and Eyal ITV

At one point, it even appeared that somebody from within Adam’s own family was wading in – tweeting critically from an unofficial account and assuring the nation they would never condone such behaviour from their relative. However, these tweets were then uploaded to Adam’s official Instagram page, with a caption explaining that they were not the words of the family. The message was blunt in its riposte to critics: “Say what you will, it’s just a reality game show.”

That is true of course. Any contestant going on to a show such as Love Island must be aware that the sole motive for most wannabe reality stars is fame, endorsements and adulation from fans. Nonetheless, even in this context Adam’s behaviour is wholly unacceptable.

Adam may not actually be interested in any of the girls. He may well be “playing the game” to win the most air-time, controversy and attention, but, as co-contestant Alex reminded Jack, people’s feelings are involved.

But is this behaviour endemic among straight men? Social media would certainly lead you to believe so. I and many of my Twitter followers have taken to our platforms to reminisce over the times we have all dated an Adam. So what is “an Adam”?

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Well, he’s the kind of guy you meet who won’t offer you any form of commitment. He tells you that “clingy” girls are his least favourite so that you’re forewarned not to ever appear needy. He’ll tell you that his ex was “psycho” so that you know not to exhibit any behaviours such as: asking where he is, needing him to call you, being paranoid that he’s cheating on you, or getting angry and frustrated with him for how he’s treating you. He’ll make you believe that you’re the “cool girl”, the one who understands him and would never try to change him. He manipulates you into thinking you are special and not like the others so that you succumb to every whim now you are “the chosen one”.

The problem with “Adams” is that (game show or not), they aren’t looking for love, commitment or even necessarily to be a one-woman-guy.

And the problem with Love Island is that it’s a format where the contestants are forced to be desperate in a bid to save their places in the villa. It therefore normalises behaviour that causes genuine distress in the real world.

Sure, some guys might watch this show and see Adam as a kind of god. They might relate to his desire to have his cake and eat it and they might not see the psychological damage playing with someone’s emotions, self-esteem and confidence can have. Indeed, many male viewers took to social media to diminish the outrage by reminding everyone that “it’s just a game” or, “that’s what guys do” but have they ever been on the receiving end of, “an Adam”?