Reading the Sunday papers it appears 'Iceland' require him for their promotions next year.
Whatever his personality maybe, ITV dictated the winner in the long term by their editing of what we the public should view. Any telephone vote no matter what it is for can be manipulated to reach any result whoever running the programme wants. It has been shown to be on many TV programmes.
Seems 'A' listers are not in vogue unless they are ill mannered, swear, rude and have no conception of reality. That made Joe Swash an ideal winner as he fits all catagories.