Let's pretend for a minute X Factor is important. Not Burma election-important, or even tuition fees-important. But let's pretend, given the millions of pounds it generates in advertising revenue and the jobs it creates, that it is kind of a big deal in the media world.
Should we care therefore that show host Dermot O’Leary has reportedly admitted his producer told him to let Cheryl Cole opt out of voting and decline her insistence the vote should go to 'Deadlock' (I’m not going to explain – you either know what that means or you’ve stopped reading already)?
"My producer said if Cheryl decides to opt out we go to majority vote. She did decide to opt out and then she said, 'Come back to me and we'll do deadlock'. But you can't do that because it devalues the other two judges' votes. It wouldn't have made sense."
So it would devalue two of the judges' votes? That wouldn't make sense?
What about the thousands of 'judges' watching at home whose votes were entirely devalued by the shambles last Saturday’s show descended into. Does that make sense?
Saying those don't count – as the result would have been reversed based on the viewer vote – does not send out a great message about how ITV regards its audience.