Forget David Beckham, Orlando Bloom or David Blane - the man of the moment is the very tasty Gordon Ramsay.

The short-tempered chef has managed a miraculous transformation from a man only known to the finest diners to a fully fledged TV celebrity.

And the former footballer has become the man of the moment without popping up on day time TV or trying to create a gourmet meal using a week old bag of shopping.

Gordon's PR team deserve a medal for creating a media personality quicker than it took Jade Goody to show us her kebab.

Rather than teaching us how to cook, Gordon has decided to instruct the catering industry on how to do their job better.

It started with the inspired Kitchen Nightmares where Gordon went into failing restaurants around the country and in just a week did his best to pull them up to a basic standard.

With a huge dose of effing and blinding, the show became an instant hit and the nation let out a groan of frustration when the far too short series finished.

With the ease of a media pro Gordon left us wanting more and then quickly popped up in Hell's Kitchen - the show which is set to make his name across the world.

A group of hapless celebrities have been put into a purpose-built kitchen at the mercy of bully boy Gordon.

The idea is that the famous faces produce the food to serve other D-listers in a four star restaurant.

The contestants of the reality show obviously thought this was going to be an easy ride - a bit like I'm A Celebrity but with better food - sadly they were mistaken.

The poor dears have never done a real day's work in their lives so standing on their feet for 16 hours in a hot kitchen has taken its toll.

There has been no time for them to boost their careers with Abi Titmuss keeping her chef's white buttoned up (at least on the show - will someone tell that woman if she drapes her semi-naked body over any more cookers in a lad's mag she could get a nasty burn) and Matt Goss hasn't broken into song.

In fact the celebs must be wondering what on earth they have got themselves into.

The show is compulsive viewing and not only because we love seeing famous people getting a telling off.

There is a real sense that the whole experiment could go horribly wring with more and more famous diners failing to get their food and sneering at what Gordon is trying to achieve.

But then you wonder what IS he trying to do?

Maybe he is pretending to follow in Jamie Oliver's footsteps who set up a restaurant in order to train unemployed youngsters to be chefs.

The problem is Jamie was doing something for other people - yes he got a lot of publicity but he also gave a big step up the ladder to some really needy people.

Gordon's celebrities aren't looking for a career change (just a career would be enough for some of these has beens) and they will no doubt forget all they have learnt as soon as they are back in The Ivy.

The whole programme has been engineered to show off Gordon's skills - not as a chef (which he has proven) but as a manager of people. And this is where it has all gone wrong - two of his chefs walked out in the first few days and the others keep bursting into tears as soon as he barks at them.

When he tries to do compassionate he looks like a fish out of water and when he does say something nice he looks like a naughty schoolboy told by his teacher to be polite.

But Gordon's real problem is that the restaurant isn't working - food is being sent back (if it ever leaves in the first place), the professionals are laughing at Gordon and we are feeling more and more sorry for the famous people he is lambasting.

If Gordon wants to continue to win the PR war he needs to calm down, smile and get more people on his side.

He has to remember these celebs aren't cooks - maybe he should try a week as an actor, singer or model and see how he copes - can you imaging him having to air kiss and being ever so lovely to people he can't stand?

Being a hot head is entertaining but for a very limited period - Anne Robinson has cornered the marked in nasty so there'll be little scope for Gordon's TV career if it turns out all he can do (apart from rustle up a nice steak) is shout.