It's a tricky ask to make dirty nappies and crying babies an interesting Monday night viewing subject - but the Young Apprentice somehow managed it.
The second episode of the latest series once again managed to leave viewers giggling at just how bad the young hopefuls were.
Let's be fair, they are only the young pretenders - but it's the unwavering confidence of the contestants in the face of dreadful decision making and failing business ideas that makes Monday night's viewing so enjoyable.
Both teams were asked to come up with and pitch ideas for mother and baby products. Needless to say, it was chaos.
"It was my idea, it was my idea," was a phrase which constantly came up. The amount of muscle flexing and stiletto stomping was remarkable, and it has quickly become clear why.
It was the most decent and modest young man, Ben Fowler, from the boys' team who was finally fired by Lord Sugar.
OK, so he wasn't the most inspiring of characters - but he also wasn't a pumped up, deluded, teenage ego maniac. He admits that much himself.
If this is how business is done by children of the credit crunch generation, then God help us in the later rounds.
Be warned, there will be blood.
Click through our Slideshow below of all the Young Apprentice contestants from this series and vote for who you think should win: