[Brekkie]

The star quality of the line up is just so poor compared to last year. Excluding the politicians there was about 3 or 4 bigger names last year.

I think too more than ever people want entertainment to be a break from the news cycle, so political figures or news figures don't appeal.  

As is always the case though it'll be the people they're paying £15k, rather than £1.5m who make for far better TV in the end, even if they are a lesser name.   Indeed so often we see the celeb they pay the big bucks in such shows end up getting voted out first or very early in the process.