Do you think the viewers care more about this programme than the producers and presenters?

Also, do you get that deja vu feeling when watching?

Haha! Yes, of course they do! It's a business, and in this case it matters more to them (i.e. the producers) than it does to LS, I am sure!

Yes, after a few series now, it is getting a tad repetitve. Maybe they should search for an apprentice who could breathe new life into this fascinating but somewhat predictable programme!

Sugar can recruit who he flaming well pleases without having to answer to OFCOM or voters. That said, he (and the production company) need to maintain some shred of credibility with the viewers in order for the programme to remain viable. Not entirely sure they managed it this series.

Now that he's a Lord, I doubt Sugar cares either, btw.

I assume it must be of SOME use to Sugar, aside from the free publicity, he can see what's around in employment market? Interesting that THIS time (maybe others) he implied that some of the "also rans" might like to re-apply. Would you, would I (Quintus?)

AS gets two things out of it:

He is someone who wants to see 'business' as something with a higher profile amongst the general public. The programme helps that.

He's a major benefactor of the Great Ormond Street Hospital and they get his fee for the programme (which I would imagine is substantial).

As a side effect, I would imagine it's a large part of what got him elevated to the peerage - although he wasn't to know that when he took it on.