Yes, it's a 'marmite' show, and yes, the people on it being called 'celebrity' is just silly, years ago that term meant something, but not for years now.
We occasionally see a few mins of it, when zapping through channels, and discovering that yet again the 10 OC News has been delayed so airheads can watch this undiluted tripe.
I see some comments saying "we love it" -- please DO say why? Every year has the same or very similar 'trials'. get bugs poured over you, eat a kangaroo or wombat's private parts, and watch Ant & Dec mustering yet more fake enthusiasm for whichever nonentity is doing this or that. Mmm, riveting.
As for the chitchat between contestants, Lord Help Us, why not buy a Tube ticket and take a tour of the Circle Line for several hours, listen to inane babbling on there?
The problem is not ITV putting it on, it's with YOU the audience. a sad judgement on the state of the country.