Jade Goody, the media personality created for us and by us will shuffle off this mortal coil at some point this year, says her publicist and doctor Max Clifford.
The news has been met with yet another shrug of the shoulders by a public numbed to the point of indifference by over-saturation. Death in the news holds no real emotion any longer unless it's met in some horrific, new fashion or part of a grisly murder spree.
How should we feel? Some strange people are saying that she deserves it, etc. How did it get to this? A woman who doesn't know where East Anglia is is wished dead by the very people who once laughed their Burberry caps off at her thickness.
While I have no real feelings either way on the subject, I don't know her after all, she will still leave her children motherless. So she is put in the quite unique position of using the only asset she has ever had, the media, to play out her final few months to earn some cash to leave for the kids. There is no money left in her perfume and she won't need to hire another PA, well not on a permanent basis.
So she will be in the glare of the spotlight as she slips away from us and as it is the public who put her there in the first place, the least we can do is have a few manners and smile awkwardly in her direction when she pops up in the papers and cock our heads yo one side and maybe say 'aah, it's the kids I feel sorry for.'
And then next time Big Brother comes around you can vote with your remote control and help hammer the final nail in that coffin as well.