It does wear thin, and Ross was spot on with his impression. I don't mind him much on beat the burgler or whatever, and he has ambition in spades. Like Howard from the Halifax ads, he took his opportunity and ran with it.
I remember his first appearance helping the vicar sell a metro on C4, he's done well for himself since.
Being honest though, he does just seem to be there to make up the numbers. His plucky persona does get tiring IMO, but he's gone from Beat The Burgler and those sort of shows that get 1m viewers or so to 7m viewers and the A-league. I hope we don't get him plastered all over the place after this (he seems so ambitious!)
So does anyone think Howard from the Halifax ads can make it for the next series. I personally feel that to invigorate it next year we should get some Americans and they should get some of ours. Didn't they have Jerry Springer on it? that would be fun to see.