There is no doubt that Jessica Simpson is looking much better, but I am starting to think I may have figured out why. It was all about the jeans and sweet, sweet publicity. Sure she has been photographed at the gym about a million times, and her little (now prettier) sister has been talking about how proud she is of Jess for getting fit. But ...

I smell a rat.

Was Papa Joe Simpson involved in this somehow? After the whole John Mayer relationship didn't reel in enough media attention ( I mean yuck, who is John Mayer anyway?) and the gratuitous breast exposing didn't work; it was time to play dirty. Bring on the fat suit and ultra unflattering clothes because we need a weight loss story and fast!

Remember last time Jessica lost all of that weight for her role in Dukes of Hazzard? She was a candidate for the skeleton files and was on the cover of everyday tabloid. Papa Joe knows best, an extreme weight loss story always wins.

For a "20lb" quick fix Jessica has slipped on a pair of ultra flattering jeans by William Rast. Well played, Jess, well played. You can pre-order Jessica Simpson's slimming jeans at Lisa Kline, they will set you back $254 but it might just be worth it.