Cowell insulted by Viagra offer

Simon Cowell once turned down a million quid to promote Viagra. You'd need to offer a man as rich as that something a bit better than a paltry million to do something like that, I suppose. He's quoted as saying: "Last year my agent rang me and said: 'You've been offered an incredibly big deal. It's to be the face of Viagra.' And I just said: 'Sorry, but that has to be a fucking insult'".