Frank Clayton has been killed off in the latest Emmerdale tragedy, but it could have easily been prevented claim his upset fans.
In last night's episode of the ITV soap (August 1), ex-con Frank was killed in front of his horrified girlfriend Megan, and daughters Tracy and Vanessa.
But viewers have said his own GAFFE led to his premature death.
Watching from home, confused and incredulous, they wondered why on earth he didn't ring the fire brigade!?
Earlier in the dramatic episode, Kerry was seen disabling the fire alarm at the Sharma & Sharma sweet factory in order to steal the charity money for the children's hospital from the safe.
After she disabled the alarm, she sneaked into the office and took the money. As the alarm wasn't working, the factory ceased production until someone could come and take a look at it.
However, in a catastrophic chain of events, a fire DID start and Frank, realising his daughter was inside, dived into the burning building to save her.
Have Tracy or Frank never heard of the fire brigade? Surely they would have their phones on them?
When Frank found his terrified daughter trapped in a storeroom, he bravely faced the flames and smoke until he managed to break her out.
Sadly, Frank's heroics were soon followed by a fateful mistake as he stayed behind once Tracy had escaped, hoping to retrieve an engagement ring he was planning to use to propose to his partner Megan Macey.
He later made his own escape, but was thrown in the air as the building exploded behind him and threw him against a car.
Although paramedics tried to save him, he was pronounced dead at the scene with his distraught daughters Tracy and Vanessa watching on.
It was Billy who had eventually called the fire brigade, noticing the smoke while passing.
But dozens of viewers wondered why Frank hadn't!
One tweeted: "Have Tracy or Frank never heard of the fire brigade? Surely they would have their phones on them #emmerdale."
Another asked: "Why hasn't Frank called the fire brigade."
A third added: "Stupid! Why didn't Frank call the fire brigade?"
Michael Praed played the role of Frank for three years.
He thanked soap fans for their support today, saying: "Sadly, it's the demise of young Frank.
"I would just like to thank all you guys for your support, and I hope you continue to love the show as much as I do and all the people in it."
Emmerdale is on Monday to Friday at 7pm with an extra episode at 8pm on Thursday on ITV.
Leave us a comment on our Facebook page @EntertainmentDailyFix and let us know what you think.