Another day, another TV star discovers how fraught with danger is the world of social media.

This time it’s Adam Richman, star of several Travel Channel programs including its new Man Finds Food,  which no longer is premiering July 2 as planned, after Richman got into a verbal brawl over a photo he posted to Instagram to show off his svelte new self.

“It’s been postponed” a Travel Channel spokesperson spent the day telling media who asked about the fate of the new series, offering no additional information.

It all started last month Travel Channel logowhen Richman posted a selfie on Instagram to show off how much weight he’d recently lost. He added the words “Had ordered this suit from a Saville Row tailor over a year ago. Think I’m gonna need to take it in a little…” followed by a mess of hashtags, including “#thinspiration.”

That was a clarion call to those aware that  “thinspiration” is popular among “pro-anorexia and pro-bulimia circles,” as one of those who attempted to school Richman noted. Among his responses to the flurry of responders: “DILLIGAF” — aka Do I Look Like I Give A F***.

The more people attempted to educate Richman, the more he reacted like someone who considers himself an innocent celebrity drawn into the hostilities against his will. Among his suggestions for those who took issue with his choice of hashtag: eat a bag of excrement, and “grab a razor blade and draw a bath.” He also took issue with the parents of one of his critics for not having used a condom. In the other corner, someone described Richman as, “a giant [penis]. ” And so, the long day wore on.

This morning, after Travel Channel had yanked Man Finds Food from its schedule, Richman “apologized”/claimed victimhood, in a statement to ABC’s Good Morning America: “I’ve long struggled with my body image and have worked very hard to achieve a healthy weight,” he said. “I’m incredibly sorry to everyone I’ve hurt.”