He has a new cookbook, new TV show: these things I expect. But there's more! I went to Homebase this morning. Bang outside the door he has a range of branded herbs.
Elsewhere in the shop: ooh, did you miss me herbs? Come over here and grab some of my seed packets, then! Or get yourself a pasta sauce or pan, a then take me whole cockney monkey self into your home and invite your friends for an 'evening in' where you can all buy more of my stuff! Gawjus!
There is such a thing as overworking a brand, you know.
Your food is jolly nice but I don't want you in my face all the time.