Somehow missing the memo his own assistant sent to cast and crew, subject ‘Re: Operation Chocolate Milk,’ Simon Cowell shills X Factor in People Magazine by calling Demi Lovato a precocious ‘total brat’ who’s ‘completely fearless, irreverent,’ while misreading the warning signals and downgrading Spears from ‘medicated’ to ‘shy’ which is probably some code or excuse for her participation thus far. Cowell says he’s ‘fascinated’ by Spears and continues: ‘She’s not on the show to be Britney Spears on a TV show. She’s actually there to prove to the world there’s more to her, and she’s got the ability to do this job really well. She’s taken the role really seriously. It’s quite interesting because when someone has done what she’s done as she has with her career, and being such a public person, you kind of think she is going to be very confident, but in real life she’s shy. There’s kind of a mystique about her which I think is what kind of attracted me to her in the place.’ Some recent X Factor USA Twitter photos below.