As Britain's Got Talent hits the screens this weekend the Simon Cowell publicity machine swings into action, giving him and his programme massive publicity. The media hype is almost as important as the show itself, as wannabes strut their stuff for the entertainment of the judges and public. One day someone will seriously bring back the Christians v. lions scenario, live and in HD.
This time Mr Cowell is pushing the idea that he may leave BGT due to his other commitments and there is even a suggestion that Jordon would replace him. While critics say he has too much control over our television screens, it must be said that Cowell resurrected weekend family viewing and his shows have a stamp of quality, due to his insistence that money is spent on keeping production values high.
The man himself is as popular in the United States as he is here and two of the reasons for his success is his belief in himself and, like Anne Robinson, his lack of embarrassment over the obscene amounts he earns.
He is also clever in his choice of people he shares the judging panel with, whether on X-Factor or Britain's Got Talent. Louis, Cheryl, Dannii, Amanda and Piers are there because they make him look good and treat him like he is God. Of course, since he gives a thumbs-up or down to their future careers, it is no wonder they do not want to upset him.
It is reported that, despite his arrogance, Piers Morgan is petrified he will upset "his boss" and in turn lose the platform for his big ego. However, I may be in a minority, but I think there is something endearing about a man who enjoys his celebrity so-o much, as Piers certainly does.
As for the poor deluded performers who appear on the show? Well, for every Susan Boyle, there are thousands who return to obscurity, their talents never to be displayed again. Thank God.