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Black Friday tends to be a great time for some local news coverage. Hundreds of eager shoppers lining up in early morning hours tend to make for great visuals and person-on-the-street interviews.

That’s what Joshua Short of WNDU in South Bend, Indiana, expected. He was sorely disappointed—and didn’t mince words when he gave his report on the scene at around 5:15 A.M. local time.

The segment caught fire online. Short and anchor Alex Wilcox appeared to enjoy the moment, if not get a caught off guard by just how fast it spread.

This is how journalists make something out of nothing while giving an accurate and honest assessment of what’s happening on their beat. Here’s hoping Short did get to catch up on some of that sleep he missed.

WATCH: Watch erupting volcano in Nicaragua spout ash and glowing rock

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