On this, have we spoken about how Nine is releasing the housemates' promo packages before the show even starts? I can't think of a series where they've done this. Or at least to this extent. I don't know, did they realise how lame their promo ads were and decided this would reel more viewers?
did it in 2008, and to a lesser extent last year.
builds up hype for the series, works too.