Mike Baird's decision to back down on his government's historic ban of greyhound racing was being pilloried online, even before he formally announced the about-face.
Hundreds of negative comments poured onto the Premier's Facebook page on Tuesday morning, as news of his reversal on the ban filtered out ahead of the Premier's press conference.
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Baird confirms backdown on greyhound racing ban
NSW Premier Mike Baird announces the NSW greyhound industry will be given "one final chance" under a new regime.
"You are gutless," said Facebook user Nick James.
"Spineless," opined Nick Calver.
Mr Baird's moral convictions and his use of Facebook have both been integral to the Premier's image.
The Premier has invested heavily in his social media image, paying digital "guru" Tony Story tens of thousands of dollars for advice before bringing him on staff as head of digital media.
But on Tuesday the reaction was trending strongly negative and with references to the Premier's repeated previous refusals to change course on the policy.
Mr Baird's most recent Facebook post - celebrating Taronga Zoo's 100th birthday last week - has become a forum for people to express their fury about the reversal.
"When push comes to shove, self-interest always kicks in with politicians," said Facebook user Sylvia Massara.
Animal rights groups were also criticising the Premier. He had appeared alongside the RSPCA when announcing the ban, for which he won international praise from animal rights organisations.
"The politicians who pressured Premier Baird to overturn this ban are set to have sleepless nights," said former police detective Lyn White from Animals Australia, the group that helped compile material for the Four Corners expose that set the ban in motion.
"Their political destinies are now wedded to an industry whose sense of right and wrong went missing decades ago."
Fairfax Media revealed this week that investigations into greyhound mass graves are ongoing.
A previous mass grave was also handled by the Premier on Facebook, after it was revealed 99 greyhounds had met a brutal end in the Hunter Valley.
"Our worst fears have been realised," Mr Baird posted. "Ending this cruelty is simply the right thing to do."
On Tuesday afternoon Mr Baird laid out his reasons for the bans in a subsequent post that was timed for release after the press conference. (The Premier's office had been criticised by some outlets for announcing the ban in July with a near-simultaneous Facebook post and press conference).Â
"We are going to give the greyhound industry one final chance to reform," Mr Baird said. "Let me be clear: there can be no return to the status quo. Live baiting must end. Cruel wastage must end. The industry must meet the highest animal welfare standards, or it will close."
"Gutless" again got a workout in the comments section. But the comments were not universally negative.Â
"I feel sorry for [politicians]," said Nick Martelli. "[Damned] if you do and [damned] if you don't".