Because everywhere I look, I am met with X Factor stories.
The programme has only been back for one week and the newspapers are going into X Factor-mode.
An easy solution is to ignore it, which I do. Most of the time. It's the times when they catch me off-guard that bug me.
The best story so far? There's backstage turmoil and Simon Cowell is already contemplating getting rid of Cheryl.
If only it were true.
It's all part of the plan to rehab the former Mrs Cole after the way she was handled when her US X Factor career went the same way as the Beta Max.
The stories making out that she is getting one over on Cowell is just that.