Reddit mentions of My Italian Kitchen: Favorite Family Recipes from the Winner of MasterChef Season 4 on FOX

Fair point. I have never watched Masterchef before until this season so I really have no idea what they're looking for in terms of a face for the brand and what's sort of expected of that person. However, looking at last years champion whose cookbook just came out, it seems like there has gotta be more at play than just a cookbook.

http://www.novelrank.com/asin/1617691038

It's ranked 2035 on Amazon right now, although the sales figures aren't included, but I can't imagine they're flying off the shelf. However, if the winner could open a restaurant, work in a famous restaurant, make cameos on other cooking shows, and really promote the masterchef brand beyond selling a few thousand cookbooks then to me at least, it just seems having a personality would be a better asset in a champion than someone who sells a few cookbooks and that's all we get.

edit: sales figures now available on Amazon, he has sold 12 copies in August.

profit motivated enough to ruin the enjoyment in watching a cooking competition. profit motivated enough to make competitor's efforts, creativity, and talent mean nothing. the funny thing is, they're so up their own asses and don't realize they would sell more books from genuinely awesome chefs who the people liked watching (for this season derrick, stephen).

case in point from season 4 : https://www.amazon.com/My-Italian-Kitchen-Favorite-MasterChef/dp/1617691038

to now: https://www.amazon.com/Claudias-Cocina-Mexico-Winner-MasterChef/dp/1617691895