The first rule of Fight Club is: you do not talk about Fight Club. And the first rule of celebrity TV stardom is: you talk about it as much as you can. In fact, you go overboard. You spill the beans everywhere you go. Actually, let's go one better. You grow your own beans (it's to do with being green and all that), you carry them around in your pockets and then you spill them: on the tube, at your parents' Sunday roast when the whole family is present, in Trafalgar Square and of course, on the telly.