"Morally repugnant." That is the agreed wording from the prime minister and the chancellor on aggresive tax avoiders.
Danny Alexander added this morning that the government would come down on tax avoiders "like a ton of bricks" (although perfectly legal).
Meanwhile, The Times revealed that members of Take That invested at least £26m in a scheme that Revenue and Customs believe is a tax avoidance measure.
Among the popstar penny-savers is none other than 'our Gary'.
I say, 'our Gary' but he's also kinda the Conservatives' Gary.
He joined David Cameron on the campaign trail in 2010, delivered the recent Jubilee concert and was rewarded with an OBE in the Queen's Birthday Honours List.
So, given the serious allegations on his tax affairs, and the government's tough-talking on tax avoiders, should Barlow be made an example of?
The PM's spokesman refused to "comment on specific cases" this morning.
"Generally we echo the words of the chancellor that tax evasion is morally repugnant."
It was pointed out that Take That stand accused of avoiding tax, not evading it.
"All of these things HMRC are looking at…" was the response.
"We are giving HMRC the tools they need to crack down on this…
"It's very important that people pay the right level of tax."
What about moral force and barring tax avoiders from receiving honours, the PM's spokesman was asked.
"Generally speaking, policies are kept under review but I don't think there is a particular issue here…" came the answer.
"Separately the Jubilee celebrations were a great success and Gary Barlow played a big part in that."
It was pointed out that Fred Goodwin's knighthood had been revoked after the banking collapse.
The move was taken by a Whitehall body responsible for the integrity of the honours system.
But the PM's spokesman maintained: "I am not commenting on individuals."
(It should be added that stripping someone of an OBE is far from easy. It's difficult, actually.)
But pressure on Gary Barlow, his OBE and Take That will continue to mount.
The group's lyrics about "holding back the flood" may become rather apt.