the programme's about finding people who have the skills to succeed in business. (Being TV, it's also about reality TV, personality clashes, catchphrases, audience identification, competition etc). Sugar clearly has the requisite business skills himself - he didn't inherit his money. He seems to have the personality to get people watching - it doesn't much matter if you like him or hate him so long as you watch.
Seems like just the job to me. But a lot will also depend on the contestants; if they're all dull and stupid, people won't watch.