my friend used to work on the show. she told me the reason they all fight over tasks is that they are told that this will lead to more air time, more votes and ultimately if they go far in the competition they can now accumulate offers/incentives which include appearances/hosting extra show, presenting slots on this morning, rolling contract with other itv shows (think gino the chef, fearne, Vicki, Joe swash etc. thing is by doing this they've killed the concept of the show which is watching celebs squirm and survive without their comforts.