To be fair his brothers death is something that has happened in his life, he can't just ignore it because he has cameras following him about. He's bound to be talking about it or people would think it is odd
Where has anyone suggested he should ignore it?
Of course it's going to feature and it would be very strange if it didn't.
That point is how
it features. What most people are eye-rolling at is the cynical way the show is promoted and how the narration constantly and deliberately (not to mention nauseatingly) sets out to milk every ounce of sympathy and pull at the heartstrings. Just like the last series where it sold each episode almost on a cliffhanger about a very ill man.