Funny how when PA has a new telly programme/tune/calendar/kids to promote, he's all over the press, itv2 and social media.
When he has something he's emotionally attached to promoting i.e. his charitable foundation - something that relies solely on public donations from his adoring fans - he goes all quiet.
Nothing in this man's life goes un-publicised.
This could have been a game-changer for him. But he's gone down the path well trodden: self-promotion.
Silly 40-year-old man-boy.
He knows of no other route to take.