That Big Brother House tends to bring out a celebrity's true self, often in all their nose-picking tantrum-throwing glory.
So why not get any long-held secrets out in the open before those pesky cameras catch your late night, drunken confession?
Step forward Steps star H, who has decided to tell the world something before he lugs his silver suitcase into the infamous House.
The 30-year-old pop star turned musical actor has revealed he's gay.
But why on earth has the Welsh warbler, whose real name is Ian Watkins, been keeping his sexuality a secret in the first place?
"I come from a small valley in Wales and it just wasn't the thing to do to be gay," H told The Sun about life in Cwmparc, Rhondda Valley.
"It's a bit of a cliche - but I was the only gay in the village.
"People get married at 21 where I come from and if you don't do that, you're questioned."
"You certainly don't come to London and become a pop tart. I was very different and it was very hard."
H's family, friends and his former Steps bandmates have all known H was gay since he was 21, and he has just recently ended a ten-year relationship with Steps manager Tim Byrne.
But his fans were kept from knowing the truth until now.
When he was asked who he was dating by pop magazines, H told The Sun: "I'd always end up saying Lisa (Scott-Lee) or Britney - people I knew so they would back me up."
H is friends with Britney? Those secrets just keep coming, eh?


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