Every year when the I'm a Celebrity...Get Me Out Of Here line-up is revealed, some viewers have literally never heard of the apparent 'famous' people heading into the Australian jungle.
Credit: I'm A Celeb/Instagram
While many in Britain will be familiar with boxer Amir Khan, it seems he didn't think too highly of the show a few years ago. A tweet he made in 2012 has resurfaced (oddly on the same night as the premiere of the new season) of the Olympian dissing the reality TV programme.
He was replying to someone who asked if he would ever slip on the red socks and head into the jungle, and he said: "No it's for has beens."
Former Geordie Shore star Vicky Pattison was one of many who shared the screenshot. However, she implied with a cash emoji, that the 30-year-old was doing it to earn more money. Savage.
But a quick look over his sporting career will reveal that, unless he's been incredibly happy to splash the cash in the last few years, he should be sitting on a massive fortune. The Sunday Times Rich List in 2016 showed Khan was worth £18 million ($24m).
Another person on Twitter suggested the Olympic silver medallist was joining the I'm A Celeb cast as a way to get good PR following a messy and very public breakdown of his marriage with Faryal Makhdoom.
The Bolton native also told the Sun before heading to Australia: "I did a lot of silly things. When I accused my wife of messaging Joshua, it was all just nonsense from the start.
"I lived my life on social media. I assumed things which were wrong and I really embarrassed myself."
Khan is hoping to put all that behind him and earn back the public's trust on the reality TV contest hosted by Ant and Dec.
Within minutes of the Geordie duo being back on our screens, they referenced Ant's troubles with prescription pill abuse by making a scripted joke about it.
Dec went on to say how he was pleased to be alongside Holly Willoughby, who was rumoured to be set to replace Ant. The star acted surprised by it all while Dec shouted at the production staff for giving him the wrong lines.
He followed it up by saying 'we didn't know whether you'd make it!', to which Ant said he was back and felt good.