But as Simon Cowell must know better than most, nothing generates ratings like a good controversy. So it is perhaps unsurprising that his U-turn to vote for the Irish twins known as 'Jedward' has been condemned by viewers as a fix.
ITV chiefs last night said they had received an astonishing 3,000 complaints amid suspicions that Cowell knew the public had voted against Lucie Jones when he forced the 'deadlock'.
The broadcasting watchdog Ofcom has also received 50 complaints and could start an investigation.
The controversy came after Cowell had the deciding vote between the talented teenager Lucie and twins John and Edward Grimes on Sunday's show.
Instead of putting Lucie through, he went for the twins - leaving the four judges' votes tied and meaning their fate was in the hands of a record 16.6million viewers.
Despite the twins' questionable talents, the public opted for them - and Lucie was out.
Some claimed he wanted the twins to stay because - despite his criticisms of their act - they have proved strangely endearing to many viewers.
His decision added fuel to speculation that he secretly loves the twins, seeing their potential as a money-making novelty chart act.
There has also been discussion that he is protecting his own acts, all three of which remain in the competition.
Cowell justified his choice by saying he was thinking about which act he would rather see next week.'I'd probably rather see the boys,' he admitted. This was despite telling them they 'couldn't sing' on Saturday's show, and describing them as 'horrors'.
Cowell last night denied he was aware beforehand that the public vote was in favour of the 18-year-old twins.
'I know there will be lots of people who will criticise the decision to let it to go to deadlock, but I honestly could not have predicted the way public voting had gone - I never get told the voting figures,' he said.
'The twins are good entertainment and there would be criticism either way. I really just couldn't make up my mind, that's why I left it to the public.'A source close to Cowell said yesterday: 'At the end of the day, all we are doing is entertaining people. Simon actually thought the boys would go.
'Nobody voted for Lucie - and let's not forget that Simon had actually told her she had given her best performance of the series the night before.'
Ofcom will now decide whether to begin an investigation. A spokesman said: 'There are a number of complaints which we are looking into.'
It's the second time in two weeks Ofcom have been contacted over Cowell's decisions.
Last week he was blasted by viewers for forcing the vote to a deadlock after he picked Welsh teen Lloyd Daniels, 16, over 17-year-old Rachel Adedeji.
Cowell said he felt sorry for Lloyd who was suffering from a sore throat - even though the judges had been unanimous in their praise for Londoner Rachel.
Cowell's move prompted protest from thousands of X Factor viewers on websites, including the Daily Mail's.
Lucie's polished performance of One Moment In Time had won her the backing of her mentor Dannii Minogue and fellow judge Cheryl Cole.
Even Jedward's mentor Louis Walsh had told her: 'There's no way you should have been in the bottom two.'
Yesterday Lucie, 18, was philosophical about her exit from the competition.
'At the end of the day, it's not just a singing contest,' she said.
'It's called The X Factor so it is not just about having the best voice or being the best singer.'
She added: 'I just don't feel that me and Simon ever really clicked. Right from the start I don't think we ever really got on in the same way that he did with some of the other acts.'
And she refused to criticise Jedward. 'There was no way John and Edward had the least amount of votes... everyone loves them and I tried to deal with it before Dermot turned to speak to me... but I kinda knew,' she said.
Meanwhile, the Grime twins' mentor, Louis Walsh, said: 'I don't think that Simon got it wrong at all, this is a great television show and great entertainment.'
Lucie's elimination leaves her mentor Dannii with just one act, after losing Rachel Adedeji last week.
Finalists' betting odds
Olly Murs 2/1; Danyl Johnson 7/2; Joe McElderry 7/2; Stacey Solomon 9/2; Jamie Archer 12/1; John and Edward 12/1; Lloyd Daniels 66/1. Source: Ladbrokes
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