Yesterday's morning headline focused on The Only Way Is Essex's James 'Arg' Argent having been missing since 3am on Friday morning.
His family and the police were worried, so it made the news.
Within a short space of time, he was found 'safe and well'.
I don't know what to make of all this. Firstly, there must have been more to the fact that he had been AWOL for over twenty-nine hours and for those that know him to raise the alarm.
What did sort of irk me with all this coverage, however, is there are a lot more important things going on in this country for a missing reality TV performer to be the top story.
We are at high risk of a terrorist threat, yet Arg going missing is the news editor's lead story of the morning. Something doesn't add up there.
Does this tell us something about our society?
Speaking of which, I lost count of how many Twitter users I noticed that couldn't work out how long Argent had been missing for. As mentioned, he was last seen at 3am on Friday morning. People were on their Twitter accounts at 9am on Saturday morning pondering why there was such a panic over him being missing as 'he was last seen five hours ago.'
That right there sums up the target audience.