He won us over with his complete lack of charm and player ways.
Just one look at his shaggy hair, unkempt stubble and scruffy clothes had us hooked.
And in no time at all, Justin Bobby was the only Hills heart-throb we were interested in.
But while his on/ off relationship with Audrina Patridge, and later Kristin Cavallari, made for the ultimate in reality TV viewing we haven't heard hide nor hair of JB since.
So what's Justin been up to since he last rode off into the LA sunset on his beloved Harley?
Living the rock 'n' roll lifestyle? Breaking girls' hearts all over the shop?
Truth be told, we're not entirely sure. What we do know is that Justin has recently been spotted meandering the streets of New York, arm in arm with a female friend and sporting some well-kept facial hair.
The rugged man beast is gone and in his place there looks to be a long-tressed, dapper-looking gentleman. Sob.
All that's left to do is start a petition to get JB his own show or at the very least to make an appearance on Audrina's new series looking exactly like he did in his scruffy Hills heyday.