GARY ROWETT declared he was hurt by the Millwall fans who turned on him after Norwich embarrassed his Lions.
Jon Rowe made it four goals in as many games and Josh Sargent and Ashley Barnes were also on target for the rampant Canaries.
It was all too much for a sizeable section of a 1,700-strong away following, despite sub-Aidomo Emakhu's late consolation.
Some headed for the exits before an hour had been played - and those who stayed eventually called for Rowett's sacking.
The Lions missed out on a play-off place on the final day of last season and were rocked by owner John Berylson's death in July.
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