Is this definitely confirmed? The headline says 'THOUGHT to lead this year's line-up'.
This has been rumoured for a while, and I don't see exactly why they want James to go in. He's hardly a celebrity. They've had a couple of former Apprentice contestants before, but Katie Hopkins and Luisa Zissman had both done a lot of non-related media appearances after their time as a candidate before their CBB appearance. James, as far as I know, has done very little - I haven't heard his name anywhere since last year anyway.
Besides, I don't think he was even the most entertaining one last year, although I realise that's a debatable point. If I was choosing, I'd have picked Sarah. She went out early, but then James didn't exactly last a significant way into the series - he got slightly beyond halfway, nothing to write home about. And I think Sarah was more memorable than James because she had a uniqueness to her that sets her apart from all of the other candidates. Three or four years from now, no one will remember 'that cocky young salesman', because there are so many people who fit that description (Syed Ahmed, Ben Clarke, Adam Corbally and many others); they'll remember the bonkers woman who wanted to chop the lemons.