I'm talking about the single-buyers. Lots of people watch these talent shows just for the trainwrecks. The people who take the X-factor seriously are the sort of people who'd watch a show just because it's presented by Ant and Dec... The people who buy whatever mass-produced focus-grouped auto-tuned rubbish the singles chart is normally full of.

I'd imagine the other sort of person who'd buy a single by "Joe" is the same demographically who'd buy one by say Cliff Richard.