Morford's name is enough of a barf alert.
Morford - from the Anglo-Saxon "Mo" meaning attention or warning and "Rford" originally "rrrfoooordg" from the result of drinking too much cheap mead.
"Morford" signs can still be seen at the entrances of some British alehouses warning patrons that the floor might be slippery.
He needs to look in the mirror and then write one of his hate pieces about himself.