Britain Alan Sugar is a representation of what is low, crass, agressive, and disgusting in doing business. He is the opposite of what human ingenuity, innovative skills, and energy is and what should be invested in. He has been promoted as an example to emulate, someone who embodies the spirit of self-made man and entrepreneur. Many British and non-British love him though. But that says a lot about the type of the economy and 'ideology' of the last 40 years and the power relations fostered and perpetuated to obfuscate reality. It is not a surprise then that he considers this a joke . He is in fact an embodiment of those capitalists who would fight against the existing order tooth and nail, and fight against any small progressive change.
“The West won the world not by the superiority of its ideas or values or religion (to which few members of other civilizations were converted) but rather by its superiority in applying organized violence. Westerners often forget this fact; non-Westerners never do.” —Samuel P. Huntington, The Clash of Civilisation and the Remaking of the World Order, 1996, p. 51