- Cowell signs all the good singers before the show ends.
- Creates controversy by keeping J&E in the competition.
- More people talk about the show = more people watch the show the following week.
- More viewers = more money = happier Simon
- Ex-contestant releases song under Cowell and makes muchos money
- J&E get booted out after they've served a purpose i.e. towards the end
- Eventual winner releases song which hits Christmas no.1
- Cowell makes double the money from 2 sources.
The sooner people realise it's a set up and that he's playing the public, the better.
The whole show is 1 big device to build hype and secure Christmas No.1.