Love Island has needed a shake-up – and by that, we mean ITV's summer staple desperately needed to do more than bring back a bunch of past "All Stars" contestants only to put them through the exact same format all over again.
The reality dating show has gone from setting the standard to trotting out carbon copies year after year, and audiences are starting to switch off. Quite literally, going by the ratings.
The premiere episode of season 11, which was ushered in by Maya Jama on Monday night (June 3), did get things off to a fairly good start. The boys and girls entered the villa together again; a new tradition which started with season 10. This in and of itself shouldn't feel like a revolutionary shake-up but, when the format has typically been so boxed in by its self-enforced heteronormativity, it did feel like a noticeable change.
Love Island has also ditched its old school "boys pick the girls" (or vice versa) means of coupling up and, in a show first, the launch episode introduced a twist in the form of a game to decide who would be paired with who (a vast improvement on the public voting from recent years, in our humble opinion).
But the real shock came at the very end of that episode, with Maya Jama announcing the arrival of the season's first bombshell, "Joey."
So far, so predictable.
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The camera then panned across some spray-tanned abs and buzz cut hair, only to reveal that it was none other than Joey Essex – reality TV veteran – making his slo-mo entrance.
It's fair to say that the new batch of Islanders were as shocked as those tuning in at home. ITV managed to keep this surprise under wraps, with no press leaks, so it achieved that 'shout at the television'-level gasp that the show was presumably going for.
It was undoubtedly a bold move, and the first time that a celebrity outside of the Love Island franchise has joined the ranks of villa occupants. But once the initial gag wore off, the realisation that Joey would be there to stay – something underlined by host Maya, for the avoidance of any doubt – begged the question: is this what we want from Love Island?
We'd venture to say no. Among all of the criticisms that circle the annual line-up announcements, whether it be down to race, body type or sexuality, the overriding sentiment is that people want more diversity. They want to see themselves, something more attainable, reflected back. To put it another way, they want down-to-earth, relatable Islanders.
If you cast your mind back to some of the most successful seasons of Love Island, it was the more candid moments that made them memorable. Back when the cast had their guards down, and they weren't so worried about the amount of followers or brand deals that could be waiting for them once the cameras stopped rolling.
There's a reason that shows like Big Brother and The Traitors are breaking viewing records, and recreating the water-cooler viewing experience that Love Island used to be so good at.
By bringing in a household reality TV name, one who has taken part in near-enough every format going, Love Island is further removing itself from the authenticity and naivety that viewers are nostalgic for. And that's not to say anything about Joey's motives – he says he wants to find a wife, and we have no reason to believe otherwise. He already has fame, after all.
But what Love Island has fostered now is a Celebs Go Dating-type format, where previous unknowns are getting the chance to date someone already in the public eye. And in case you've forgotten, Joey was on that show too.
The celebrity of Joey Essex has had an unwelcome side effect on the show's storytelling. It has already peppered the narrative for the girls – "I kissed Joey Essex!" was an actual statement that came out of the Beach Hut – and, naturally, it was implied that some of them had existing crushes before he entered. There's been a shift in the dynamic, with Joey Essex firmly at the centre of it all.
It seems this is something that the format is keen to play around with. It's also just been revealed that Love Island USA will be welcoming The Traitors' breakout favourite Aaron to its own villa.
That's arguably a little less disruptive – he's crossing the pond, for one thing, so it's not quite clear how well known he'll be in the States, and he's also got much less of a reality-show reputation having only been on the one show before.
With Joey, Love Island risks falling into a similar trap to the one that ensnared Celebrity Big Brother – because we're not here to watch The Joey Essex Show.
Love Island airs on ITV2 and streams on ITVX.
TV Editor, Digital Spy Laura has been watching television for over 30 years and professionally writing about entertainment for almost 10 of those. Previously at LOOK and now heading up the TV desk at the UK's biggest TV and movies site Digital Spy, Laura has helped steer conversations around some of the most popular shows on the box. Laura has appeared on Channel 5 News and radio to talk viewing habits and TV recommendations. As well as putting her nerd-level Buffy knowledge to good use during an IRL meet with Sarah Michelle Gellar, Laura also once had afternoon tea with One Direction, has sat around the fire pit of the Love Island villa, spoken to Sir David Attenborough about the world's oceans and even interviewed Rylan from inside the Big Brother house (housemate status, forever pending).
