Ian Ogle was murdered simply for having the temerity to stand up for his family.
He was not his UVF attackers' intended target; rather the horrific east Belfast murder and its aftermath - chillingly broadcast live by Ogle's daughter Toni on social media - was the result of a bitter feud which stretches back for years.
This manifested itself in bar-room brawls and a row on the Beersbridge Road on Sunday evening that was the catalyst for the Cluan Place stabbing.
Ogle - a low-level UVF member and convicted rioter who had found God and talked about quitting the organisation altogether - had nothing to do with this clash.
But it prompted members of the terror gang to send a punishment squad on to the streets of east Belfast looking for a relative.
When that person could not be found, they turned their attention to Ogle, an easy and convenient target, murdering him in cold-blood outside his home.
His daughter Toni recorded the aftermath, broadcasting footage on social media of the 45-year-old lying in a pool of his own blood with noticeable stab wounds.
The distraught young woman blamed the UVF, wailing: "This is my daddy the UVF b******s stabbed."
Ignoring pleas from worried neighbours, she added: "Why? For standing up for his kids."
The East Belfast UVF moved quickly yesterday to distance itself from the killing, condemning it outright and asking the community to co-operate with the PSNI - welcome words.
But what it cannot escape is the fact that Ian Ogle would most likely be alive today if his attackers were not members of the UVF.
It is because of their involvement with this proscribed organisation that they felt so empowered to repeatedly stab a father to death at his front door, having failed to find the relative who was the real object of their anger.
Had they not been paramilitaries, high on a toxic mix of their own self-importance and alcohol, it is doubtful if Sunday's disgraceful attack would have occurred.
Like the Bobby Moffett murder which shamed the Shankill UVF, Ian Ogle's killing will have a similar effect on the group in east Belfast.
Any positive work it has done in the past year, around bonfires and on interfaces, is now ruined, irreparably tainted by the image of a father lying in a pool of his own blood.