This is the only TV reality that I watch - actually, it's pretty much the only TV that I watch, and so does ladysolly.
The appeal is the contrast between the monster egos of the contestants and their actual capabilities, although Lord Alan Sugar (I was hoping he'd been promoted to King for this series, or at least Prince) gives them a run for their money. We do love the faces that Nick makes.
But you can't really blame the contestants for their egos - I feel sure that the company making the programs A) selects the biggest plonkers they can find, and B) eggs them on to humungous overclaiming of capabilities.
For me, the star of the series is this.
This is where the losers go for tea and recriminations. The bike leaning on it is mine - I made a pilgrimage to it once, but sadly, it was closed.
Todays loser (because this show is all about losers, there being one each week) managed to talk herself into the loser's slot, simply by being unable to understand when to close her mouth. A lesson for us all.