Editor's Viewpoint: Cowell wins again
The winner of the X Factor is always Simon Cowell. He is a supreme showman and entertainment entrepreneur as evidenced by the fact that 1.1m people in Northern Ireland - the rest must have been sick or working - watched last weekend's climax.
Matt Cardle is the latest winner to come off Simon's pop production line and the question now is whether he will be successful like Leona Lewis or a flop like last year's winner Joe McElderry. It will depend as much on Simon's marketing as his own talent.