So the latest Z-listers headed for the jungle have been announced - it's Ant & Dec again!
No, seriously folks - there's an ex-MP who went out with a Cheeky Girl, a guy who was in Chariots of Fire, a former Happy Monday, one of Rod Stewart's old squeezes, that not-a-doctor who looks at your poo... and blah, blah, blah.
Oh - and a rapper with a daft name. Aggro? Aggro Santos? Wonder if he plans to dish it out.
Proof of the theory that reality TV is self-perpetuating is provided by the presence of X Factor finalist, Stacey Solomon.
In the face of failing viewing figures for shows like Big Brother (cancelled), they will persevere to engage our interest in the jungle.
Hundreds of tabloid pages can easily be filled again. Hooray!