So here I am channel hopping, and I come across The Apprentice. I swear I don't normally watch it. It's on now. They are designing a rollercoaster. At the moment, they are making Merlin's worst ideas look creative, and falling into every trap that John Wardley would have avoided. Will fill in the gaps when it finished, but at the minute, branding, logo, cost, gimmicks and attempted one upmanship are in my view very poor. It's not as easy as it looks, but I think we could all do better.