There was a perfect opportunity for a fresh new start, with more transparency in selling techniques, and some interesting new branded products to bring to air. But so far at least, more of the same hysterical selling techniques like Simon is known for. Jess, for recent example, telling us a £14.99 plastic light would be around £40 in a garden centre with no evidence to support the claim. Presenters in general telling us cheap dash cams will save us money with our insurers with no groundwork evident to substantiate that claim. Making direct comparisons to similar products significantly more expensive and then immediately withdrawing them. - the seed is sown. And an almost total focus on low cost, unbranded, or unheard of branded, small margins, sold in numbers (you assume) items. You do wonder if the Ideal World brand name is a particularly attractive proposition for well known brands to want to work with? Having gone down twice already, you wonder if it is tainted beyond repair - despite the new owners having nothing to do with previous events. It remains extraordinarily puzzling why they wanted to bring it back?