There is a pattern with all 'reality' shows - and The Apprentice now falls into it very obviously.
To begin with, everything is new and fresh and untested. After a few series, people realise how the format works, and they start acting up for the cameras, and playing a role which may not be connected in any way with their actual personality of skills.
That acting up then increases with each series, until now, the Apprentice has people aming statements that suggest they have spent some considerable time wondering how to make themselves appear simultaniously as cretinous, arrogant, pompous, untrustworthy, unpleasant, and desperately delusional as possible, or ...
they ingest large amounts of industrial-strength mind-altering drugs!
However they arrive with the cartoon personalities they present for the show's trailers, they start from a position of apathy or seething hatred from the viewing public, and continue to act like both ends of a pantomime horse for several weeks, until the best game-player (and never forget it is only ever a game!) emerges as the 'winner'.
Never underestimate the power of aparently intelligent people to ritually humilate themselves for a chance of 'fame'.