If you thought Simon Cowell could be harsh wait until you get a look at the way this hopeful on New Zealand's version of The X Factor was treated.

Judge Willy Moon and his wife Natalia Kills - who was appearing as a guest on the panel - have been sacked after bullying a poor hopeful who had the temerity to imitate Moon for one of his performances.

Natalia began her spiteful demolition of Joe Irvine's performance by declaring: "Ladies and gentleman, I'm just going to state the obvious - we have a doppelgänger in our mist.

"As an artist who respects creative integrity and intellectual property, I am disgusted with how much you have copied my husband. From the hair, to the suit, do you not have any value or respect for originality? You're a laughing stock, it's cheesy, it's disgusting, I personally found it absolutely artistically atrocious.

"I am embarrassed to be sitting here in your presence, having to even dignify you with an answer of my opinion."

That's pretty bad, eh? Well then her hubby joined in - and didn't try to lighten the mood.

"To me it just seems a little bit cheap and absurd. It's like Norman Bates dressing up in his mother's clothing. It's just a little bit creepy," he told the visibly upset hopeful.

"I feel like you're going to stitch someone's skin to your face and then kill everybody in the audience."

Despite the audience's boos, there was no stopping Kills as she waded back in.

"I'm going to say it. It's disgusting. You make me sick. It's absolutely disgusting. You have no identity. I can't stand it. I'm ashamed to be here."

The show's chief executive Mark Weldon was quick to cut the pair loose after their ranting.

"Last night on X Factor both Kills and Moon made comments that were completely unacceptable," he said.

"While the judges on X Factor are expected to provide critiques of the performances, we will not tolerate such destructive tirades from any of the judges.

"Contestants put their all into this competition and they should expect to receive feedback and criticism that is professional and constructive.

"We no longer have confidence that Kills and Moon are the right people to perform the role of X Factor judges and they will leave the show, effective immediately."

We think that's a "no" from him then.