In the "old" days with strict no outside contact, 24/7 live feed and quite demanding tasks, and periods of boredom and hunger, anyone who went in with a "game plan" or a fake personality would have to have a strong constitution to keep it up for the duration.
Eventually the fakeness goes and the true person reappears.
Not now, they know the cameras are not on full time, at least that is the way it seems to be, and they only have to be performing monkeys for a short time a day, so it is easier to maintain the false behaviour for the viewers benefit.
They all seem to be actors.
It seems pointless, which of course it is now.

I didn't literally mean us, the viewers. I just pinched the quote about the devil, made famous by The Usual Suspects film. Buy you've gone and spoilt it.

Good point.

I see Jason would rather be called an arsehole than a gameplayer.

A gameplan never meant you have to be a fake personality. Of course someone wouldn't play the game every second but to say it's fake is following the parrot line of BB. It's a game so playing a game is being real not fake. The Big Brother house is not a normal environment, why people have to keep pointing this out year on year I don't understand.

I think among the housemates it's a bad label to have.
Most of them seem to think they're just there for a summer of fun, free food, free booze and possibly some sexual activity in a room full of people and on camera.

They often get irritated when asked to take part in a facet of the game, such as nominations.

They're horrified at the thought someone might be playing a game while they're playing this game.