I don't watch Great British Bake Off, but even I realise that he's just become reality-show-famous...
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It is in its fifth series and is very popular - 8.5 million people saw the 'Baked Alaska controversy' episode this week, apparently, and that will go up with use of the iPlayer catch-up. The US version is 'The American Baking Competition'.
I did wonder (couldn't remember your surname).
But when I read his name I was like "That's oddly familiar".
But it's also similar to a business friend Ian, and then the paedophile Ian that got (and possibly still gets) Twitter abuse for being the singer, rather than the retired IT guy :-/
Randomly, that's an Ian Watkins.
Must be something in the name :-)