Just when you thought reality TV couldn't sink any lower, along comes a new slurry of sleaze.
Fortunately, it's not in Britain this time, but Brazil – where a 20-year-old student has auctioned off her virginity to a stranger for nearly half a million pounds.
But don't press the 'outrage' button just yet – it's not too bad, because Catarina Migliorini insists she's NOT a prostitute. Nope, 'course not!
Catarina attracted 15 bids with the price of her chastity soaring from $190,000 in a frenzied final day to reach $780,000 (£487,000).
The winning offer was made by a man from Japan, known as 'Natsu', who fought off strong competition from American bidders Jack Miller and Jack Right, and Rudra Chatterjee from India.
Despite vowing to donate money from the sex sale to charity, Catarina has sparked outrage with many branding her little more than a prostitute.
The physical education student has also controversially allowed cameras to follow her every step of the way for a documentary film, 'Virgins Wanted'.
But defiant Catarina said: "I saw this as a business. I have the opportunity to travel, to be part of a movie and get a bonus with it."
Speaking to Folha newspaper, she added: "If you only do it once in your life then you are not a prostitute, just like if you take one amazing photograph it does not automatically make you a photographer.
"The auction is just business, I'm a romantic girl at heart and believe in love. But this will make a big difference to my area."
Catarina is set to be 'delivered' to her winning buyer on board a plane between Australia and the US.
Unfortunately, her male counterpart didn't quite attract the same level of interest for his desire to flog his, er, wares. The male virgin, Russan Alexander Stepanov, sold his cherry to a Brazilian woman called Nene B for $3,000 (£1,876).