Previously Jim had been in Zoe's position of suggesting the name but not the theme, and he had argued that he should stay. So to turn against Zoe for that reasons would have meant reversing his position.

It would have been doable, because he could say he was following the precedent Lord Sugar set on the branding task. Certainly it would have been fun to see him try. And even more fun to see Lord Sugar's reaction.

Susan and Zoe were arguably the two best on this task, so if he'd brought them in he'd probably have been fired.