I'm A Celebrity… Get Me Out Of Here! has a long and proud history of supporting the British arts, of encouraging fine dining and scintillating conversation, of promoting diplomatic ties between nations… and of watching and laughing as yet another dippy reality star gets a load of maggots dumped all over them.
But this year's I'm A Celeb could look very different indeed if ITV bosses get their way: reality stars are reportedly BANNED from the line-up.
I'm A Celebrity Get Me Out Of Here 2016 : The rumours, gossip and LINE UP!
The Sun claims the show's bigwigs are looking at ways to make the competition element fairer for all the contestants, because, y'know, reality stars are super popular and can usually afford to pay an intern to look after their Twitter while they're away.
"This year I'm A Celeb wants to go back to its roots by signing up more cult favourites from the past and current, newsworthy personnel," an insider told the newspaper.
"The last series got a ribbing for having so many reality show stars and giving them lots of camera time.
"Despite them providing most entertainment, bosses are keen to lure more credible campmates."
Yeah, see, to us this sounds mad. Completely mad. They want to get rid of the funniest, most entertaining celebs? The Vicky Pattisons? The Joey Essexes? The… the Gemma Collinses???
Who would they even replace them with, anyway? For every Lady Colin Campbell, you're going to end up with 10 Matthew Wrights, and ain't nobody got time for that.
The Sun went on to point out that BBC1's Strictly Come Dancing manages to avoid reality stars – but then the likes of Ed Balls are always going to choose foxtrotting over gonad-munching, aren't they?
There is an argument for making the competition a more level playing field - just look at Celebrity Big Brother, which in the past few series has been dominated by reality star winners, thanks in part for their huge social media following and their ability to work the narrative (basically bonking on TV).
But that's surely just how this fame thing works, right?
Anyway. We're really hoping this is just a ploy from I'm A Celeb to gauge interest in the upcoming series, to which we scream GIVE US MORE REALITY STARS.
I'm A Celebrity 2016 kicks off in November.