Love it, hate it - or really love to hate it - reality TV show Love Island has become a pop culture sensation over the past number of years, with viewers across Ireland and the U.K tuning in six nights a week every summer to watch a group of twenty-somethings scramble to find their one true love ... and a £50,000 cash prize.

This year, the contestants have set Twitter abuzz almost every night of the week with fans of the show discussing everything from Jake's declaration of love for Liberty, Faye's compatibility with Teddy, Tyler's intentions towards Kaz, and cheese.

Yep, that one caught us off guard to.

It all kicked off when the girls were treated to a romantic dinner from the boys. And while Chloe and Toby shared a Lady and the Tramp style spaghetti kiss, and Millie explained aphrodisiacs to Liam, new islanders Priya and Brett struggled through some cheesy chat.

Having discussed Brett's dream first date of coffee and a run, Priya decided to force some fun into their interaction by asking the 27-year-old about his favourite type of cheese. The answer was unbrielievable.

"He's quite, like, boring," Priya told Kaz and Liberty at the fire pit following the date. "I just feel like his energy is quite below mine and its draining, like its sucking the fun out of me. Just small things, like our favourite cheese, I'm pretty sure he said something boring like brie but I kind of want someone who will try all kinds of cheeses."

And that, ladies and gentleman, is 'the Ick'.

Causes of the dating phenomenon are tricky to pinpoint, but it's easiest to think of it as an anti-fancy.

If you have a crush on someone, you can convince yourself that no one else on earth butters toast as well as they do, where as when you have 'the ick' the fact that the person even eats toast can annoy you like nothing else.

"'The ick' is a dating term that means you get a sudden cringe feeling when you have romantic contact with someone: and become almost immediately put off by them," dating expert Hayley Quinn told Cosmopolitan. You might feel suddenly repulsed, put off or cringed out by the person you're dating - that's "the ick" talking."

Its origins are uncertain and there's almost no way to know what will set it off. One thing is for certain though: 'The Ick' is a death sentence to relationships. Once you've got it, there's no going back.

According to Urban Dictionary, your feelings of distaste will only deepen with time:

"From then on you can't look at the person in the same way, you just progressively get more and more turned off by them, weirdly and maybe for no reason in particular grossed out by them."

"You'll cringeeeeee at the thought of you and them together. Nothing will be the same, you won't be able to do it any longer and eventually have to cut it off."

According to the online dictionary, the term entered public consciousness in 2017 on (fittingly) Love Island when contestant Olivia Attwood discussed her attraction - or lack thereof - for Sam Gowland .

"At the end of the day, like, when you are seeing a boy and you get the ick, like, it doesn't go," she told cameras at the time. "And it's one of those things, once you've caught it, it's like, you know, it like takes over your body. And it's like... it's just ick."

Good luck out there, daters.