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It's terribly British to be self-deprecating, so why are the British public gunning for Great British Bake Off finalist, the oh-so-modest Ruby Tandoh, asks Claire Cohen.
From tarts to tray bakes; peacock bread to puff pastry; the latest series of the Great British Bake Off has whipped the nation into another feeding frenzy.
There have been highs, lows and harsh words from the critics. Except this year, their target isn't the odd soggy bottom or tight textured loaf. It's Bake Off finalist Ruby Tandoh.
The 21-year-old philosophy student and former model, from Essex, has divided the nation.
But what could have been a bit of fun has curdled. And, as the final episode approaches next week, any well-wishers are being drowned out by a great dollop of sour cream.
Some mutter spitefully that Ruby is only in the final because her looks have won favour with judge Paul Hollywood (she's all tousled blonde hair, almond-shaped green eyes, flawless skin and floral dresses).
Others accuse her of false modesty. For, there's no denying, that Ruby is...
