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No, the Tories are just desperate to rob Labour of its little publicity coup because Sir Alan Sugar comes across on TV as exactly the sort of cock who Tory voters like. His brand of “no-nonsense” nonsense and second-hand rhetoric, and his public affirmation that wealth makes what you say more important, are perfectly judged to appeal to the sort of idiot who thinks David Cameron talks a lot of sense, even though all he does is repeatedly bleat “change” like a tramp in a doorway, and his only stated policy is “to become prime minister”.

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The real problem with Sugar’s new appointment is that it’s such an obvious and grim attempt at populism. Gordon Brown is either so short of ideas or so despises the electorate that he thinks the best way to demonstrate that the government is coping with the biggest business crisis in a century is to make it the responsibility of a man whose day job is telling self-regarding mediocrities that they should take off their Mexican hats before trying to put on their jumpers. A man who has made himself rich, but whose career as a tycoon has gone sufficiently quiet that he’s got time to do TV.

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