Australia loves the female villain and they don't come better than Roxy Jacenko. She's blonde, independently wealthy, cosmetically enhanced, fashionable and brash.
Since she burst on to the public relations scene with her own agency, Sweaty Betty, 12 years ago, the 36-year-old has made headlines, admittedly mostly in the eastern suburbs of Sydney and with the insular fashion industry.
But that all changed after she went on reality TV show Celebrity Apprentice and then signed up to Instagram, where she has documented every twist and turn in her private life and that of her family (no doubt all carefully curated).
We tuned in for her nose job, her daughter Pixie's turn as a hair accessories entrepreneur and her ever-changing luxury car purchases.
We lapped up every detail, while poo-pooing her audacity to enjoy the trappings of her success.
Now, following her husband Oliver Curtis' conviction for insider trading and her subsequent breast cancer diagnosis, the mud has been flying, especially since last night's tell-all interview on 60 Minutes.
Naturally, it's fair to ask whether any of her material trappings have been bought with the proceeds of crime. But the woman is also entitled to the presumption of innocence. After all, it was her husband, not she, who was on trial.
The fascination with her - everything from her army of Roxy lookalikes at her business, to her penchant for $80,000 Hermes Birkin bags - is not new. It's just more national.
In a country of beige personalities, where women such as Delta Goodrem and Jennifer Hawkins are held up as role models, she offers something different.
She's a modern, take-no-prisoners control freak, and somehow we can't handle that. And yet, as with a car crash on the M4 during peak hour, we can't look away.
Jacenko, like many entrepreneurs, was dreaming of big things ever since she was asking "Would you like fries with that?" as a 14-year-old working at McDonald's.
The fact she got them - her PR empire is worth an estimated $13 million, while her talent management is worth $3 million and growing - should be hailed as an Australian business success story.
But as soon as people, particularly women, crow about their success, classic tall poppy kicks in and the attacks become more and more personal.
I don't agree for one minute that her two-year-old son should have an Instagram account, no more than I think her five-year-old daughter should be front-row at Fashion Week or flying first-class on "sister" shopping trips around the world.
And I found the fact she has not told her kids the truth about her husband's criminal activities - even in watered-down terms - deeply unsettling.
However, despite Jacenko's doctors giving her a positive prognosis, cancer is still cancer.
It's deeply fascinating that, while Kylie Minogue's diagnoses led to a major public outpouring of emotion and a rise in the number of women rushing off for mammograms, Jacenko's news led only to malicious scorn.
Sure, she's brash, she's bold and she takes a daily "elevator selfie" to publicise her #OOTD (outfit of the day), which is almost exclusively from an international designer.
To wit, for her interview with Allison Langdon last night, she wore a dress by Louis Vuitton that probably cost several thousands. But I'd find it hard to find anyone, famous or not, who would go on national TV in their sweats.
Roxy Jacenko may not be everyone's cup of tea and she may not have had much of a following beyond Bondi Junction had her husband not fallen foul of the law in a most inglorious manner.
But she's successful, wealthy and in PR terms, an incredible operator. If you don't like it, don't watch. Unfollow. The rest of us will keep tuning in to find out What Roxy Did Next.
