Tyson Fury's elevation to world heavyweight boxing champion has had deeply disturbing consequences.
His shock victory over Wladimir Klitschko has given Fury, a 27-year-old Brit of Irish Traveller heritage, a global platform to spout his ignorant, bigoted and hateful views. Fury has generated thousands of headlines around the world for his sexist and homophobic ravings since his title win in Germany last weekend.
But that's not even the most unsettling part about it.
Of more concern is that Fury's rise has been welcomed by many as "just what the sport needs".
As the Daily Telegraph's Paul Hayward wrote, Fury's "incitement to hatred is a hell of a lot more dangerous" than any punch he could throw, so it is infuriating to hear others excuse, if not blatantly condone, Fury's ravings by claiming his "colourful" personality is a breath of fresh air for the sport.