SUE Barker apologised to viewers who were expecting to see the latest edition of Bargain Hunt.
A British woman was on court and this was no time to be watching a show about old antiques.
What followed was a repeat of British hopes being crushed, on this occasion by a particularly fine piece of China – their fifth ranked player Zheng Jie.
She sent Scot Elena Baltacha on her way in straight sets, at times reducing fans on Court Two to near silence.
Bargain Hunt’s audience joined watching tennis fans in looking for the nearest sofa to hide behind.
As did supporters of men’s No 3 seed Novak Djokovic.
He lost to Russia’s popular Marat Safin, making him the biggest name to fall so far.
“It was certainly a very bad day for me,” grimaced Novak.
Perhaps he’d like to consider British citizenship.
Marat knows a good deal when he sees one and doesn’t like being ripped off at Wimbledon.
“The strawberries are too expensive. It’s true. They don’t have enough dessert,” he told his post-match press conference.
Fellow Serb Ana Ivanovic almost followed Novak out of the singles.
The No 1 ladies’ seed, who speaks without full stops, saved two match points against France’s Nathalie Dechy, one via a precarious net cord.
In a superb advert for the equal prize money now received by women players, the pair battled for three hours and 24 mins – providing rather better value than the strawberries – before Ana claimed the victory cream.
No wonder she kissed the net at the end.
“Someone from upstairs made the ball roll over,” Ana told us later.
Nathalie revealed that she cried for an hour after the match.
“During one second I thought I won because the ball stayed on the net for just a tiny bit.
“Then I didn’t see clearly if it was going on my side or on her side.
“Then I saw – maybe somebody in the sky help her on that one.
“But it’s part of that sport, and it’s why this sport is so difficult but so beautiful at the same time.”
It was left to Roger Federer to bag the real bargain of the day.
By the time he came out to win his second round match, his expected semi-final opponent Novak Djokovic was already heading for a plane home.