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And what's more, not a bit of the brown behemoth - on display at Birmingham tourist attraction Cadbury World - is fake.

He's an incredible player, not a bit dirty, an incredible guy, but that went wrong.

For the uninitiated, the premise may sound bleak, but not a bit of it.

Eight consecutive losses to a team probably makes that punctuation appropriate if not a bit of an undersell.

As Terris documents, Adams likes to sow confusion over how serious he is about any of this, telling Terris at one point that he's playing "a character," but then contradicting himself: "This is not a character. This is not a bit. It's not trolling."