Jaws well and truly dropped when Joey Essex referred to queen of reality TV and his former The Only Way Is Essex co-star Gemma Collins as 'some girl'.
But it appears it wasn't done out of disrespect - rather the upholding of a villa rule.
Joey has set the Mallorcan villa alight with drama ever since he walked in on the first day as the reality show's first ever celebrity bombshell.
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The 33-year-old former TOWIE star was initially coupled up with Liverpudlian makeup artist Samantha Kenny, who was falling head over heels for him.
Following their date, Samantha told the girls: "We're just comfortable with each other. He was like, 'There's no one other than this girl [herself] - as soon as I walked into this villa, there was no other girl'."
The savage footage then cut to Joey reflecting on the date.
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He declared: "I'm not parked off. So..." This basically meant he was still open to getting to know other girls.
But there was no point in him getting to know anybody new.
His ex, Grace Jackson, from Manchester, strolled into the villa and it became quickly apparent that there was unresolved feelings.
The two have since shacked up together and things are getting very steamy indeed.
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And it has since emerged that Joey has bestowed his very own rule upon the fellow cast of this year's Love Island.
Ex-Islander Patsy Field spilt the tea on Joey's very own rule which he reportedly implored others to follow dutifully.
In scenes that had viewers in stitches when they aired, Islanders were quoting iconic quips that Gemma Collins said over the years.
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This includes: "You ain't never getting any of this candy."
When some people looked on, confused, Joey clarified: "I was with my mate in the pool and then some girl walks out and says 'you ain't never getting this candy', literally about 11 and a half years ago."
People were shocked that Joey called the GC 'some girl'.
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But Patsy shed some light when she told Closer: "Everyone was quoting TOWIE. All of the girls were quoting TOWIE.
"Joey put us on a TOWIE quote ban at one point and said, 'We’re going to need to drop it now'.
"But we couldn’t help it, and we said, 'We’re not actually quoting TOWIE, we’re just quoting The GC'.
"She is a living legend, so can you blame us really?"
Absolutely not.
Topics: Gemma Collins, ITV, Joey Essex, Love Island, Reality TV, TV And Film, Celebrity
Kya Buller