[Lauren]

I think it's because BB is losing popularity. In the first few series, your fame and money came from winning and all runners up were in it for just the experience.

These days, however, the most part of the experience comes afterwards, the magazine deals, the z lister parties, the bb spin off shows. If you leave nowadays you've not much to lose, whereas if you left during BB1-BB4 you'd be straight back into normal life.