The problem here in UK is that tabloids makes an emphasis on making these reality contestants a celebrity of some sort and therefore in the case of The Apprentice candidates this seems to be their ambition first & foremost.
And if they win it's a bonus.
But more likely winning is only secondary on reason why they apply to such reality shows in the first place.
Hence you have someone like that guy Ben talking about magazine deals & even on previous series other candidates's interest was mainly to gain media exposure for tv shows, modelling, appearing on other reality shows, etc.
So much for AS saying he can tell if a candidate is only on his show for media exposure and that he will not tolerate it!!!

BTW I think these could be the most useless bunch of supposed to be "business minded people" to ever appear on The Apprentice. AS must be shaking his head in exasperation & disappointment on how inept they all are.
And if ever any of them actually wins anything it's more to do with fluke than actual showing of any skills.