"I should have put my rent money on that."
It's one of the first TikToks I see after the Love Island USA finale. A woman screams at her TV as the winners are announced, lamenting the money she could have made if she'd backed them. Around it, my feed is filled with videos encouraging viewers to turn their encyclopaedic knowledge of reality TV into cash. The message is clear: your pop culture obsession doesn't have to be a guilty pleasure. It could be profitable.
