The creators of the hinch brand would have been so much better being open from the start and doing a proper casting call and interview.
I truly believe that sophie believes she is the brand and can do what she wants. She is just the face of the brand.
I honestly think they needed someone to be the face of a cleaning account targeting young women and she fits their criteria perfectly; young, pretty, tall, slim, blonde, from essex. All of which are desirable and aspirational to a generation of women who grow up watching towie and want the WAG lifestyle.
Someone was supposed to run the account and they hit the jackpot with Sophie shortening her name to hinch, just like the other essex slang terms. It worked well until lately when she is clearly doing what she wants, posting controversial things, starting arguments and not doing what shes famous for.
Any other job she would be sacked and replaced but i guess they can’t now, they just need her to fade away and then wait for the next young influencer to sell for them.