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The more competent person probably did win, and if the premise of the show was the old one (to find a new underling for Sugar's empire) she'd be the right pick. Utterly unconvinced that her great business idea has a lot of (large scale) merit though - can only work if she sells into large...

You do realize that The Apprentice is a light-entertainment television show, rather than a formal business recruitment exercise? What would you expect them to do!?

I'm guessing that 'Online fashion entrepreneur' means that she's sold a few of her unwanted frocks on eBay? First impressions are that the blonde Welsh girl looks quite TIDY, and that Dillon St.Paul will be this year's absolute WANKER.