Are the 15 minutes of fame really worth it? Once a person surrenders themselves to the jaws of the baying media, anything can happen.

Many people who court and secure fame later find themselves regretting it. On the South Bank Show earlier this week Jarvis Cocker remarked that once he’d made it, after fifteen years of trying, he’d “lost his own life”.

I’ve worked with Jonathan Durden at PHD. He’s an ideas man. At the very least, he should be hosting something along the lines of “The Apprentice For Those Who Think They’ve Got The Best Business Idea In The World ”. He’d be the perfect talent spotter to cover that intertidal zone between the chaos of creativity and the rationale of business.

But fortune has chosen to make Jonathan Durden famous in a different way. Now he’ll be remembered for what he does in the BB house over the next 20 days, not what he’s achieved in business over the last 20 years. Moreover, when whatever’s going to happen has happened, Jonathan Durden will be the one who has to live with it.

I have a question; he must know the risks, so why on earth is he doing it? To date, the outcome for most BB contestants has ranged from acquiring a very unwelcome notoriety to a post BB career of opening village fairs for fifty quid and as much booze as they can drink. But maybe Jonathan Durden knows something we don’t; it wouldn’t be the first time.