"They're back. The bags are back." Steve Price just left thousands of Project fans fuming.

So.

Steve Price just out-Steve Priced himself.

On Wednesday it was announced that Coles had backtracked on their plastic bag ban.

The supermarket chain decided to continue supplying free, reusable plastic bags to customers instead of completely banning plastic bags.

The move was discussed on Wednesday’s episode of The Project. 

Things get heated in a discussion about the Coles plastic bag. #TheProjectTV pic.twitter.com/fxiH5KT3lo

— The Project (@theprojecttv) August 1, 2018

During the segment, Price began waving around a plastic bag excitedly.

“They are back. The bags are back. Listen, this is common sense, it reestablishes competition and it says that the customer is always right. Coles decided to ban those bags and their customers said we don’t like it, we want them back. Waleed can go to Woollies or IGA, I can go to Coles and we are all happy,” he said. 

Waleed then shot back brilliantly, “As if you do your own shopping”.

Dee Madigan then explained that this was a huge misstep for Coles, as the vast majority of customers are actually behind the bag ban.

“These are keyboard warriors,” Price spoke over her. “What about the people who actually go and do the shopping and who have said to Coles, ‘No, we want our plastic bags’.

“You talk about plastic bags in the ocean, yeah that’s in South-East Asia, it’s not here. How many people in Dubbo are killing porpoises with plastic bags? None.”

Price then continued to interrupt and speak over Madigan as she tried to explain the statistics around plastic bags to him.

While the segment was still airing, thousands of The Project fans expressed their frustration on social media:

@theprojecttv Steve Price needs an education with such a self obsessed archaic view. Try watching War On Waste in iviewhttps://iview.abc.net.au/show/war-on-waste #BanTheBag #WarOnWasteAU #theprojecttv

— Michele W-B (@MicheleBaron) August 1, 2018

#TheProjectTV-You’re a tool Steve Price! If Coles was serious about appeasing their customers they’d be giving away their fabric bags – not adding to the plastic pollution with those ridiculous plastic bags!

— Di Neilson (@di_neilson) August 1, 2018

The way Steve Price just mansplained plastic bags to @deemadigan on #TheProjectTV was completely ridiculous and embarrassing. How about we stop talking down to people who know what they’re talking about, hey

— Sophie Taylor ???? (@sophieettaylor) August 1, 2018

#TheProjectTV Steve Price ….. Wow! So out of touch with the challenges that plastic bags present to our eco-system

— Debbie McNamara (@DebbieMcNamara2) August 1, 2018

Hey @theprojecttv I rarely tune in these days and tonight I remembered why. Letting Steve Price rudely talk over @deemadigan whilst she attempted to intelligently participate conversation you invited her to participate in… Rubbish IMHO ????

— Amy Linnea Muratore (@amy_linnea) August 1, 2018

@theprojecttv someone please tell Steve Price to shut up. The way he was speaking to that woman about plastic bags was disgraceful. he is rude for the shock value. he isn’t funny get him off

— grace Toorak (@ToorakGrace) August 1, 2018

#TheProjectTV omg wtf is wrong with Steve Price. Can’t believe this guy had kids, just go to any beach to see what plastic bags, plastic bottles and plastic caps are doing to our oceans.

— Kris ???????? ????️‍???? (@Kris_oooooo) August 1, 2018

Steve Price irks me more than anything. Plastic bags should be banned. It’s my generation that will suffer because of the pollution. Grow up, buy a bag and SHUT UP! #TheProjectTV

— brit-ta (@brittanyfrausin) August 1, 2018

I can’t believe the disrespect to common sense and ignorance of the harm to the environment that Steve Price just displayed in his “need” for plastic bags…poor form #TheProjectTV

— Andrew Groves (@DrAJGroves) August 1, 2018