It's peak Big Brother time.
It's amazing who turns out to be a fan. Think of the most unlikely person in your office, then ask them what they thought of Science's eviction on Friday.
The moment they let loose with their surprise/ exasperation/joy is the moment you'll know why Channel 4 gives it so much airtime.
Channel 4 plans to launch a quiz channel. The economics seem pretty clear with ad spend static, and new media revenues in double digits.
For me, formerly at Two Way TV where we had our own quiz channels, this all seems like Groundhog Day.
The driver is of course the premium line revenues - as well as the Brits' love of quizzes.
We should pause here to recall Richard Whiteley's death making national news - an afternoon quiz show presenter had more air time than the death of our former PM, Edward Heath.
These revenues can bring in some serious numbers, and even with the networks' significant cut, they can still be very profitable as the technology is relatively cheap and easy. However, where there's a gold rush, the police cannot be far away.
This time we are not looking over our shoulders at Ofcom Towers, but to the less well known Icstis.
This is the regulator for the premium lines and those paid for text services - from cricket to horoscopes, via ubiquitous Big Brother snippets and of course the beloved Crazy Frog.
Now you can begin to see why this little-known regulator is moving into the limelight, propelled by the dial-up scams last year where hundreds of thousands of users found mysterious charges on their phone bills.
The good, the bad and the greedy are all subject to their code.
This code is about to be updated - so you launch your new premium service at your peril if you assume the status quo.
The few bad apples have meant some pretty serious poison is now being applied - on top of the usual ad warnings (health warnings have spread way beyond the fag packet - consumer beware).
This has been a busy year so far chez Icstis and the pace is now building to a crescendo. To a fanfare, the draft 11th code will be published this summer.
It will have more sizzle than an airport novel - more fines, more powers, more effect.
More red tape? Watch out and read - if your business is going to use any of these phone services, pack a copy with the beach towel or risk a nasty surprise down the line.
Back to Ofcom Towers for some unrelated facts on which you may have a view but I could not possibly comment.
Ofcom's chief executive Stephen Carter took home a pay packet of £414,463 in the last financial year - boosted by a £53,500 bonus - and Ed Richards has announced the possibility of more regulation in broadband Britain.
You know what you'll be reading next summer. The next regulation block buster.
* Anthony Robb-John is in the media team at law firm, Cobbetts