Lord Sugar has waved his first finger of dismissal in this eighth series of The Apprentice, and the recipient of his words "You're fired!" was Bilyana Apostolova.
The 25-year-old risk analyst from London had not made herself popular with the rest of her ladies' team, and Sugar was curious as to why this was. When she tried to defend herself in the boardroom, he told her, "I don't want to listen to your sob story."
It had been clear from the outset of the first challenge - to devise and sell children's products with an animal theme designed by one of the girls Jade - that Bilyana had been testing the patience of the rest of her team. As her project manager Gabrielle accused her in the boardroom, of "making everyone waste a lot of time" and just making "excuses, excuses, excuses."
And the girls didn't like it, either, when she tried to muscle in on their sales pitches at London Zoo, with one of them complaining, "We were meant to take turns... she needs to cop onto herself."
Bilyana seemed to think she had failed to reinforce her ideas with the rest of the team purely because she was quieter than the other girls, but as Sugar commented, "you're sitting there talking like a city strategist. This is not a takeover of Goldman Sachs. This is a two-bob outing."
He also began to criticise her for not giving anybody else any credit for doing anything, but she interrupted.
She said, “If you give me the opportunity I will prove to you that I will be a solid project manager” - at which point, he'd clearly had enough.
“I’ve had enough of listening to you. I’m telling you what the situation is whether you like it or not. It is a difficult decision to make in this first task so the person leaving today may feel that they haven’t had enough time to show themselves but that’s tough, that’s what this process is about. I did say in my introduction that I didn’t want anybody to hide and on that basis…"
Bilyana couldn't resist but try to interject again, much to Lord Sugar’s annoyance, and his mind was made up: “You don’t do yourself any favours, Bilyana - You’re Fired!”
As she headed off in a black taxi, Bilyana reflected: “I feel the decision wasn’t fair and I don’t think that my performance cost us the task. But my business plan is excellent so I’ll just move on straight away.”
HuffPostUK will be hearing Bilyana's thoughts on her dismissal tomorrow morning. Here are all the Candidates - dismissals in black and white as they happen...