I'm A Celebrity... South Africa has already found its first villain in what promises to be the most explosive series in years.
Unfortunately, I'm not even a little bit surprised that the offender is boxer David Haye, who originally appeared in the series in 2012, where he was clearly popular among the viewing public, finishing third place.
From the very earliest moments he arrived in the bush, Haye has treated the family-friendly, reality TV show - where the prize is merely being crowned an 'I'm A Celebrity legend' - like it's an Olympic sport.
Every campmate who couldn't run a marathon is dismissed like a lame dog by the former heavyweight champion.
And frustratingly, there's no way for viewers to bring the peacocking pugilist down a peg or two.
Among his campmates is 69-year-old bundle of Mancunian joy Beverley Callard.
The Coronation Street star has been firmly established as the maternal figure of the line-up, adored by every single contestant - with the exception of Haye, who suggested she was 'dead weight' in last night's episode.
This week, the stars have been divided into two camps: the Main Camp, where the celebs get to enjoy luxuries like a shower and a slightly comfier bed, and Savannah Scrub, where Bev, Gemma Collins, Adam Thomas and Seann Walsh have been surviving on basic rations of rice and beans, unable to properly wash for days.
So when asked which of the perishing celebs they should bring over to the main camp should they get the opportunity, it was a fairly unanimous decision that, at 69 years old, Beverley would be the sensible choice.
However, Haye did not seem to share this sentiment, snarling: 'What's she adding? What value is she adding?' before Craig Charles sensibly replied: 'She's a lady, she's older. It would be nice to give her some comfort.'
This was soon followed by Haye's mocking retort of 'I say let them fight it out'.
Haye's life has been a competition determined by brute strength. It's disheartening to see him bring that into the jungle, which is, at its core, silly, fun TV, not an extreme competition with any real prize.
I don't think valuing human beings by their athleticism is a view universally shared by athletes, plenty of whom have competed on I'm A Celeb, bringing with them a less black-and-white view of what a person should be and how we define strength.
This isn't Lord of the Flies, after all.
But for Haye, in such a short space of time, his apparent prejudice towards anyone who couldn't deadlift a small car is alarming, to put it lightly.
On day one, without any hesitation, he convinced the camp to banish Beverley to the Savannah Scrub over Gogglebox star Scarlett Moffatt, who was mortified to be taking the spot of a woman who is old enough to claim a free bus pass.
Since then, he's been relatively happy with his campmates, knowing he has 'the elite' team and is more likely to win each challenge. Now everyone has merged, and almost instantly that prejudice has come to the forefront.
'David Haye's not welcoming at all,' Gemma told Adam. 'I just don't think that geezer likes me.'
Of course, at this stage, it's impossible to know if Haye really does have a gripe with Gemma, and if he does, why exactly that might be.
But we know he quickly expressed his total lack of respect for anyone he believes won't be winning as many stars as possible. For Haye, being a reliable star-winner is subject to physical strength - which is often completely irrelevant on the show.
Unlike the main series, the South Africa spin-off is pre-recorded. The celebs are able to watch themselves back with the rest of the public and view their actions from the same perspective as viewers.
I'm hoping Haye will watch this back with horror, realising he couldn't see the value of a 69-year-old woman beyond how many stars she acquires - and not that such radiating positivity is just as important as 'winning'.
But it means we have absolutely no power to punish him with relentless voting for a Bushtucker Trial - sending a direct message: we've seen how you've disregarded such a wonderful human being, and this is how we feel about it.
Now eat a cow's anus.
This exposes a major flaw in the show, and an inescapable shame as such an integral part of I'm A Celebrity's appeal is the opportunity to stir the pot and target select campmates by voting for them to suffer through a Bushtucker Trial.
Fans have long enjoyed this perk, with the likes Nigel Farage and Matt Hancock feeling voters' distaste, enduring a respective 9 and 10 trials throughout their stints in the jungle. It's a comeuppance that only the public can provide - and relish in.
I rarely vote on reality television, but I would happily do so to watch Haye endure trial after trial - and let him know that viewers have our eye on him, and we've got Bev's back.
Instead, all the power lies in the hands of his campmates, who pick who is banished from the jungle and clocked his appalling attitude early on.
As the days roll on, it's going to become clearer which celebrity holds the most influence.
Haye might be shocked to find his toxic influence swiftly evaporate, while more reasonable campmates like Scarlett and Craig - who show a basic level of kindness and human decency - begin to call the shots.
Thankfully, the winner is still decided by the public in a live final, so if by some twist of fate Haye makes it that far, we can ensure he is not the winner.
It's sad Haye would see someone like Beverley as dead weight, when the only value he seems to offer is winning stars - which, granted, is hugely important.
But winning in life, nevermind a TV show, isn't based on stars or trophies; it's about connection. And when it comes to that, he's most definitely in last place.
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