WHY is Big Brother so popular? Why are 12 people so interesting just because they've been put into an artificial house? Why do we want to see them pick their noses, pull out their wedgies and go to the toilet?
Why do contestants feel their lives are fulfilled because they've sat in a goldfish bowl all summer. If you want an experience then travel the world or do a bungee jump.
Anything must be more fulfilling than ten weeks as a guinea pig with socially deranged strangers being psychologically manipulated and ridiculed by the British public.
But Celebrity Love Island has plumbed new depths, featuring singles such as Abi Titmuss parading around in bikinis, whining about imaginary body flaws and trying to find "love".
If they can produce more like The Apprentice, which are genuinely interesting and purposeful perhaps this will stop viewers' brains deteriorating completely.
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