Eh, James is a bit blustery, but I respected him for putting ideas out there. He was coming up with ways to add value, unique selling points, brands, a name... he wasn't always right, but he's always ticking.
He's a little precious about his ideas, and is a little too insistent on getting them through, but at least he's got ideas. Mahamed, meanwhile, had just as much bluster, but his contribution only really came when he looked at a box and said "treasure chest," and then popped out from behind corners going "d'you want an ice cream or not," making him - presuming the static salesmen all sold roughly evenly - the lowest seller. Shame - he might've came through given time, but if someone had to go first, I think he was the right call.