But now the guys over at Archibald Ingall Stretton have found a way of turning their guilty pleasure into something rather more useful.
To promote Breast Cancer Awareness Month, the agency last week hijacked the channel by putting in a rather different type of phone call to the one usually experienced by the show's - ahem - "stars". They soon turned the jovial foreplay ("Do you like touching your breasts?") into something more serious, asking the presenter whether she also "checks them for lumps" and whether she understands the severity of breast cancer. The very funny but very serious clip can be found at www.vimeo.com/16305771.