yeah, another fine example of alex just not getting the big brother concept - the audience is supposed to be in on the joke. the reason the tully social media storm worked in their favour (ie ratings) is that the public knew what was happening and the HMs didn't.
but we should have known with the "twist"-laden season that alex thinks BB should be like an american drama, with cliffhangers every epidsode, as opposed to UK dramas that have fully contained 6-10 episode story arcs. Look at how they produced game of thrones - the lack of cliffhangers hasn't hurt.
the point is, YOU'RE FOCUSSING ON THE WRONG THING, ALEX.