Why are we not surprised to hear that Jersey Shore star Mike Sorrentino is looking into trademarking his nickname, The Situation?
"I'm trying," Mike, 27, tells me from his home in the Garden State, where he's an assistant manager of a gym. "I'm in the process of it right now. I don't know if it's possible, but I'm trying."
And he has good reason. Merchandise emblazoned with The Situation is popping up all over the place...
"They actually sell I Love The Situation panties on MTV.com!" the 27-year-old Staten Island native boasts. "Now I get bombarded all day long. My friends are like, 'They have I Love The Situation clothes for dogs, I Love The Situation mugs.' It's pretty flattering. I am a confident kid but I did not expect it to be this crazy."
And crazy it is. Just one week after its two-hour premiere last Thursday, Jersey Shore, which centers on a group of self-described "guidos" and "guidettes" sharing a summer house in Seaside Heights, N.J., is a bona fide hit for MTV.
Even if the show is being publicly criticized by Italian-American groups because they think it's offensively stereotypical, Mike makes no apologies for bragging about living what he and his cohorts call the Guido Lifestyle.
"I'm very confident in being Italian," he says. "I'm proud to have spiky hair and I'm proud to have my six-pack. Whoever doesn't like it, I'm not really too worried about it because everybody should love themselves. If you don't love yourself, who will?"
Obviously not housemate Sammie "Sweetheart" Giancarlo. After a heavy flirtation with Mike, Sammie ended up hooking up with the most muscled housemate, Ronnie Magro.
"I was a little upset," Mike admits. "I am a little bit of a wild kid but at the same time, I have that sensitive side. I would love to settle down. I just have to find the right girl."
Well, there are always gay guys to make him feel better.
Mike's peppa doesn't swing both ways, but he says, "I'll be honest, I like the attention. I'm flattered if there are guys with different preferences that have crushes on me."
Find out what Jersey Shore costar Pauly D told us about getting naked for Playgirl right here.