Alan Sugar is back with a bunch of kids playing at being grown-ups and adhering to the age-old adage that people buy from people they find either slightly annoying, or downright unpleasant.

In the blogosphere:

His trusted sidekicks - the blessed Nick and Margaret - are already looking a little glum at the prospect of sharing so much time with this gaggle of egomaniacs - from Groves Media

I want to be remembered as the stylish one who wore sunglasses and a Saville Row three piece suit - from the BBC

Raef in particular decided to immediately stick his neck out in order to display to his fellow players that he was the peacock alpha-twat of the group - from Watch with Mothers

Every single one of the candidates is a fool - from Kawedashti.com

Did the contestants look out of plaice? Will the competition prove a bream come true? - from Tutor2U.net

the only thing I want to know is whether or not team leader Alex Wotherspoon is Jason Orange’s long lost brother? - from Unreality TV

I will watch the coming exploitative, lowest common denominator, ill-informed series for research reasons only - from the Social Work Blog

Peacock Alpha Twat indeed.