IS there anything more excruciatingly toe-curling to a prudish gent like me than watching some smooth-talking Mr Slick flirt with someone?

If that sounds extreme jealousy it is probably down to one of two things.

Firstly, when I flirted, no-one ever noticed.

That is hardly the case with former EastEnders actor Marc Bannerman, who is currently enjoying his tucker in I'm a Celebrity Get Me Out of Here!

Being a man, of course, I never watch such pap on telly but, miraculously, seem to know what goes on. The object of moonstruck Marc's attention is a Welsh warbler called Cerys Matthews. She was once in Catatonia and, indeed, may still be in a mental stupor if able to bear the cringing embarrassment of knowing that millions of viewers are watching every giggling move and response made by her and her best mate in the Ozzie bush.

Cerys, however, is no greenhorn at the art of flirting and is now centre stage in a potential drama because Marc's girlfriend has, appraently, flown out to Australia.

The question I'm leading to is this: does a bit of innocent flirting do any real harm?

Well, yes it can if, for example, the target does not welcome the unwanted, harassing advances from some slimeball who doesn't recognise boundaries.

But, by and large, a bit of flirtation makes people feel good. They feel attractive, witty and desirable, I'm told.

The second reason, by the way, why I feel uncomfortable when watching other men flirt is, sadly, down to advancing years.

These days if someone says to me "Get your coat, you've pulled" it will inevitably be followed by two more words...

"A muscle."