I found this an interesting idea, even if the execution feels a bit awkward. Then again I've only seen one episode so far.
I'm unsure if this concept would have been better or worse if the contestants never actually met. The idea of them being anonymous to each other during the actual competition rounds and ratings is interesting, but the attempts at double blinds to hide their identity (like cooking in a non-obvious style to what people know about them) and trying to guess partners identity, may not be helping the show.
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