I've watched previous series and they do target those they think are bigging themselves up or come out with trite Insta-type mantras. That's probably necessary just from a safety point of view - someone who believes their own hype could be a danger to themselves in some circumstances.
From what I recall, Ant has been in prison in the past, so he'll probably have his own take on what ex-prisoners say about their experiences.
SimonJT - has your friend ever written about his experience? It would be interesting to read a behind-the-scenes report from a contestant.