Dating Calum Best may be a good move for young Irish model Georgia Salpa - but he's more of a zero than a hero when it comes to financial pulling power.
That's according to PR guru Max Clifford, who gave his views on the Calum-Ms Salpa (or 'Calpa,' as it's known in Dublin) romance after the lothario was linked with TV presenter Donna Air.
It is very much a case of 'Georgia who?' for the London-based kiss-and-tell king, who said the son of late Northern Ireland and Manchester United legend George Best has very little star caché in the UK anymore.
Clifford insisted that Calum, who has now been dubbed a 'love rat' in the Republic's tabloids, would be pushed to command a fee of more than £5,000 for news on his latest, ill-fated, romance.