Monika Bedi is 'using' the show to gain national sympathy, while Rahul Mahajan is 'using' it as a platform to rectify his cocaine-snorting image.

And UK's firebrand publicist Max Clifford is busy breaking the notorious Jade Goody's 'cancer story' to the world (note that she hired him a day before she entered the reality show). He's again 'using' the show as a public-sympathy platform.

All of them are 'paid' for all this personal revelation. And the channel is enjoying and ‘using' the sponsorship earnings too. It's a vicious money circle, whether we like it or not.