Before BB2 Started, I saw a daytime TV programme which had Nicholas Bateman and an executive from either C4 or Endemol. They said that after BB2, it would be time to move on. That was the clearest indication that BB2 would be the
Last Big Brother 
Some how they went back on this.
This is a cynical manipulation of people desparate for fame, for the pursuit of profit.
It is like the cynical opportunism of theNational Lottery, preying on people's desire for financial security.