Jennifer Aniston and Gerard ButlerAh spring, when a celebrity's fancy turns to faux-mance.

Jennifer Aniston has long known that a hotly-rumored romance with a co-star can sell tickets to an otherwise unpromising movie (when it's not breaking up your own marriage). Now, the "Aniston Effect" has tricked down to reality TV.

This week, no fewer than three 'Dancing With The Stars' couples are enjoying speculation that their rhythmic partnerships may be horizontal as well as vertical. But even if viewers suspect they're being played, it's a time-honored PR formula that seems to be working for the vote-hungry dancers.