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If they want it to just quietly do the business then sure, there is absolutely no reason it cannot coast along. But do you really think that is what ITV were hoping for? They could have just rebooted The Circle instead. What is the point in rebooting Big Brother if you are not hoping to replicate the noise that came with it?

People probably asked the same thing when they rebooted Love Island to the tune of 500K viewers. Why reboot something that flopped so badly the first time around?
 
Regardless, It’s doing well enough to warrant a commission of a celebrity spin off in a few months time - so I don’t see the need to be going in circles asking what the point is when it’s clearly here to stay for at least a while longer.