I think that Jonny and Kate are now becoming so popular because they are not seen as backstabbing or two-faced. What gossiping they have done is seen more as a reaction to what they perceive as being done to them.

If you want to win Big Brother, you have either to (a) not be seen as manipulating or scheming or (b) cover it up well so the public don't notice it either.

Adele was manipulating people, she was seen as two-faced outside, and the sweet-voiced "Hi Jonny" followed by "****** off" as he walked away came across as venomous.

Obviously if the public weren't allowed to vote it would be different, but they are!