Prince Harry lookalike and star of new US reality show I Wanna Marry Harry Matthew Hicks has confessed he doesn't feel guilty about tricking a bunch of American women into thinking he's a royal for the sake of TV.
The new show, best described as Joe Millionaire meets Downton Abbey, will see 12 US-based singles fly out to a big ol' country estate in Berkshire and spend "weeks trying to impress a royal-looking redhead" they believe to be Prince Harry himself.
Matthew, who dyed his blonde barnet ginger to look more like the young royal, must "convincingly act the part so the women don't find out who he really is" and then get them to fall in love with him. Yada, yada, yada.
So basically the show is based on a whole lot of lies and foolishness, but according to Matthew we shouldn't take it too seriously.
"It's a reality TV show," he told Huff Post Live. "It's a bit of fun. It was all just an absolute barrel of laughs for six weeks."
Hmmm. Still questioning the ethics of the show? Matt suggests we remember that everyone on camera agreed to be there...
"Yeah, we got emotionally invested in it but everyone signed up and sort of knew what they were in for," he said.
"Hopefully no one's emotionally scarred from it all."
Asked whether he thought the show would ever work with UK women, he flatly declared "no". Damn straight, no imposter could fool us.
MORE! Check out the full interview with Prince Harry, we mean Matthew below...