She's in their living rooms four days a week, so many This Morning viewers regard Holly Willoughby as part of their extended family.
Perhaps this is why they feel they have the right to comment one every cough and spit of her life.
Certainly many fans have had plenty to say on social media about her weight loss: some have asked for her secrets; others have warned her she's losing her curves.
But after the mum-of-three posted a new picture - a close-up of her face - a number of her followers has expressed concern that she looks ill.
Holly was attending a friend's wedding in Norfolk, as she shared an intimate snap of herself with husband Dan Baldwin.
While she looks to our eyes to be beaming and happy, others described her as looking "gaunt".
Sara Fellows commented: "A great pic but holly you are looking ill xx ❤❤❤"
Steph Collins added: "Is Holly sick... she looks terrible."
Carol Hayes then said: "Sorry but you look ill Holly."
Just remember, Karma does exist, and what goes around, comes around. This is called bullying.
One fan wrote: "It is just so sad that someone can be attacked so cruelly and viciously on the social media platform by the very people who claim to like and admire her so much.
Jojo Henson backed up that sentiment, saying: "STAY POSITIVE, please ignore all the people who too freely share their negative views. They should practice more self love and perhaps they will be less negative!"
"I wonder how the very people with so much concern for Holly would feel if they walked into work tomorrow, and everyone they met felt it was perfectly okay to tell them how horrible they looked, with no concern about how it might make them feel.
"Just remember, Karma does exist, and what goes around, comes around. This is called bullying!!!"
Holly has not commented on her figure or weight, since people began speculating about it last month - because, y'know, why should she?
In the past, she has been clear about not wanting to discuss her figure or her fitness and diet regime.
The 36-year-old told Prima magazine in a rare interview on the topic: “I don’t want to encourage eating disorders.
"I try not to focus too much on my appearance. As long as I’m being healthy, that’s good enough for me.
“I’m quite active and I try not to let the way I look be the main focus because it’s not the important thing.
"I actually avoid talking about my diet and exercise regime because I have interviewed so many people affected by eating disorders.
"I know that some people in chat rooms can really fixate on other people's diets."