In a final showdown, the comedian managed to convince remaining Faithfuls Nick Mohammed and David Olusoga that he too was a Faithful, forcing them to end the game before managing to take all of the money for his chosen charity.
In fact, they're all winners, according to PR expert Mark Borkowski.
"Joe Marler seems to be on everything and anything, anytime you see him on The Wheel, he's sticking, so clearly he's got a good agent to get him into that role," Borkowski told RadioTimes.com. "He's got a very strong personality."
He continued: "But I think everybody's a winner in this series. It's about visibility. It's no different from other reality shows like I'm a Celebrity, and even Big Brother in the day, the celebrity versions. I'm a Celebrity is the best example of that. The more exposure that you have, the more of your personality, or your perceived personality is pushed out."
The Celebrity Traitors has proven to be its own cultural phenomenon, with 11.7 million viewers and counting having tuned in for the first episode alone, making it the biggest unscripted episode across the UK market since 2022.
"That's why Claudia has left [Strictly], because she's helming lots of statistics," he explained. "I read one in four people are watching it across the country. So it's doubled down on her importance, and why does she want to be shackled to a 20-year-old format where [now] she can capitalise on the hot format at the moment and actually go into other things?"
"Cat has got a recording career, I guess, but it's all the other people who've come forward in a format that isn't trivial, like suddenly things like eating bugs or dancing your way around a dance floor," Borkowski told RadioTimes.com.
"It is something that actually shows intellect. David Olusoga, you know, all these Nick Mohammeds, they're all going to be vital collateral, and it's going to give, in an age where TV executives can't make their decisions about something, it identifies that they have an audience."
He said: "All of us, publicists or agents or whatever, social media managers, they are creating content in the now. One of the biggest pieces that is going to generate a conversation is speculation. What will they do next? That speculation is no different from a politician testing out public opinion on a radical policy.
The Celebrity Traitors is available to watch on BBC iPlayer.
Check out more of our Entertainment coverage or visit our TV Guide and Streaming Guide to find out what else is on. For more TV recommendations and reviews, listen to The Radio Times Podcast.
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