The heavy trailing of the series included the screening of a programme on Sunday showing how Tim Campbell, the winner of the first series, has been faring at Amstrad.
For those who missed it, Sugar tasked him with launching the 'Integra Face Care System', a gadget for reducing wrinkles. Sunday's show focused on the build-up to the launch as Campbell battled to get the product and its marketing ready for consumers and the media.
The product launch went OK, but Diary was amused to hear Sugar lamenting the turnout from hacks wasn't as high as he'd hoped: he complained about the event's timing, and was heard blaming 'the PR company'.
PRWeek couldn't resist asking Frank PR - the company in question - whether, to quote Sir Alan's own catchphrase, they are now in fear of being 'fired'.
Agency MD Andrew Bloch - caught on camera stewarding photographers in one scene from Sunday's show - says: 'We've worked for Sir Alan for more than five years and have so far managed to avoid those immortal words.'
Fingers crossed Sir Alan doesn't have a change of heart though, Blochy.