It sounds like Phillip Schofield is just like the rest of us when it comes to his fascination with Cheryl Cole's reported pregnancy.
And after the former Girls Aloud singer appeared on The One Show this week, Phillip was unable to hide his confusion over the presenters' decision not to broach the topic with the Geordie star.
"They can’t have failed to have realised that that was a very important question to ask," he said while discussing Cheryl's appearance on the show.
‘They’re very good on that show, so I can only think that the only reason they didn’t ask was because they were told not to."
Reading between the lines, Phillip came to the conclusion that Cheryl had told the show's team that that particular line of questioning was off limits.
"We know from our job here that every so often someone comes in – and I’m not saying that’s the case here – but someone comes in and says, “Under no circumstances are you to ask me about whatever," he explained to viewers.
"So normally we don’t. Sometimes we’re a bit naughty, but normally we don’t. So it appears, although I don’t know, that she may have said, “Don’t talk to me about it”. In which case – why?" Phillip wondered.
Sounding as perplexed as the rest of us, the 54-year-old This Morning host wondered if Cheryl was secretly enjoying the speculation.
"I’m not sure I understand the intricacies behind this one,’ he admitted. ‘If she is pregnant – fantastic. If she’s not, maybe she’s just enjoying all the fun."
Hmmm, we're starting to think he may be on to something.