Matt Ford

She's really got no appreciation of how her comments have impacted other human beings.

And she's walking out of a telly show and into something way bigger and way more dangerous.

Well, the short answer obviously is not many because she just doesn't have any control anymore.

Things have gone so bad so quick.

We think of cancel culture as a modern phenomenon, really only in the age of social media.

But she was effectively getting cancelled by the tabloids.

It's basically broken her business model.

The way that she is able to monetise her life has now turned against her.

Oh, boy.

So what is above it in the league?

I do.

It was very controversial.

OK, so she is Premier League Ofcom level.

Yeah, I wonder if it's a specifically British thing or whether it's a human thing that you can simultaneously think that someone has crossed the line.

You can even worry that you think they're bigoted, but also realise that they are vulnerable and that once they have had a level of punishment, that enough is enough and you still kind of care about them.

Alice, if I'm ever in trouble, I want you to be my PR woman.

Max Clifford was the number one celebrity PR guy and, as we also know, a deeply scandalous man himself.

I mean, obviously, from Jade's perspective, alarm bells are ringing.

But this is actually, from Max Clifford's perspective, a mega deal.

And he's getting her back on a big show with a massive payday.