“Actually,” Darren Rovell probably smirked as he adjusted his bowtie before lecturing a celebratory Marvin Jones, who had just tweeted about a bakery franchise he is opening with his wife, “it’s more complicated than you think.”

Despite being ESPN’s pre-eminent business knower, Rovell seems to have gotten out a bit too far over his skis here. Jones obviously did his homework before making the decision to open a franchise, and as such did not appreciate a certain “smart ass” trying to school him on gross vs. net.

Jones followed this up three minutes later with an even harsher burn.

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Rovell’s explanation for why he lectured Jones specifically about the brand’s value “vs. just opening a new cake shop” is that he was speaking in generalities when he said, “Is the brand that valuable vs just opening a new cake shop?”

Jones could have continued to dunk on Rovell, but it seems he was busy buffing out the staff of the new cake shop.