When I first read this I figured it was the title of some new single!
I don't dislike King of Cheese Andre but everything he does seems purely for reality TV purposes. He's motivated by the idea of self but not in an a$$holish way because he seems very pleasant on the whole. I guess he is just capitalising on the niche market of Z Lister Makes Endless Good On British Public's Love Of Sh1tty Reality Shows.
It's really our own fault. If we didn't watch this crepe, and effectively endorse it with ratings figures, there'd be no market. Same goes with TOWIE, Geordie Shore and other cheap tat.