I'm puzzled are you seriously confusing a TV show with real life? Just because the people involved are real and are in business, you expect the results to be "real".
Alan Sugar is obviously quite astute, however the american version whicj pre-dates ours by a couple of years had exactly the same format including the "Your fired" thing.
If he actualy conducted business the way his TV charachter portrays it I don't think he would be a millionaire.
No nonsense and gruff I am sure he is, less than elequent for sure, stupid I think not.
Now who thinks Dot Cotton is real.