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I get your point but there's a bit of a difference between the likes of X Factor, Britain's Got Talent, I'm A Celebrity and Big Brother to The Apprentice. The latter is supposed to be a more upmarket business show (I know it's not really nowadays but it is still vastly different to the rest of the shows I listed), the others are reality/talent shows...slight difference in audience and style.
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I guess BBBOTS felt like it was trying too hard, and Jeff was unfortunately part of that. Hopefully this newer version will cater to us both.
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