More KenJen

I'm watching Ken Jennings destroy his opponents on Jeopardy. We thought he might have lost his touch after yesterday's tense game; not quite. For one clue today, the answer (question, whatever) was The Cheesecake Factory, and a contestant answered The Cheesecake Company. Alex hesitated for a few moments (perhaps checking with the judges) before saying no, giving away that the answer was close. Is it unfair when Alex gives the remaining contestants this extra information? Is there any way to avoid it? I wonder if the outcome of a game was ever seriously affected by something like this.