‘The bigger they are, the harder they fall,’ or something like that. And The X Factor is going to fall harder than a suicidal stockbroker if Ireland’s les enfants terribles John and Edward win the competition in December.

Let’s face it, John and Edward - or ‘Jedward’ as they’ve become known - might be entertaining in a so bad they’re good kind of way, but it’d be hard to take any show like this seriously again if they won, and that would probably spell the end of the talent show, at least for a good while anyway.

But it would make for a fascinating case study on how a hugely popular brand could implode so spectacularly as a result of its own platform: the open search for new talent (or a new revenue stream for Simon Cowell if you’re the pessimist) that was won by the least talented people in the country.

To some the prospect of the improbably quiffed oompa loompas dealing the coup de grace to Simon Cowell’s moneymaking machine will be one of joy. Charlie Brooker once described the X Factor as ‘Nuremberg for dummies,’ and no doubt those who despise what The X Factor does to music will agree with Mr Brooker and revel in the current plight inflicted upon The X Factor by the British public.

But to others - myself included - The X Factor is a guilty pleasure. Kind of like McDonald’s. And it would be sad if a nationwide prank resulted in the death of ITV’s flagship show; not just because there would be a huge two hour void to fill on a Saturday night (what would we be expected to do? go out?!), but also because it would probably kill ITV, a channel already on its knees courtesy of the recession.

However, The X Factor head honchos might not let it get that far. They’ll probably force Jedward out, but claim to the press that the duo did a John Sergeant and left of their own volition to prevent a farce occuring (meanwhile securing the pair a future in children’s television). But then, recounting past X Factor winners, the show has had more failures than successes, and it has continually recovered from the likes of Steve Brookstein, Shayne Ward and Leon Jackson, so why not let Jedward stay in the show?

And who knows, maybe Jedward will be succesful if they win. In a world where the likes of Aqua, Peter Andre and Scooter have achieved success (I use the word loosely), maybe there’s a place for the obnoxious little runts.

Of course, this entire post is complete speculation. So, to continue in that vein, I’m going to stand by my earlier comments and predict that The X Factor 2009 will be looked upon as a lesson in how a brand can shoot itself in the foot, get fatal gangrene and then die a very painful, very public death.