He can't possibly need the money because he has restaurants all over the place including Sandbanks, however, I think he likes the tv publicity. A few years ago there were many cookery shows on many channels, this also happened with gardening, home decorating & property. Now the focus is on 'reality' & I wonder if those who got used to the limelight are finding it hard to be in the dark. I looked at the list of stuff & wasn't impressed, I like to have white plates, don't need a fish kettle & thought that it was the ultimate in conceit to have a pinny with his name on it. The Q loves the kudos of KH, Molton Brown, Lulu Guiness & the rest, such a shame they have poor quality control - sending out items that have obviously been used & clothes that have been badly made.