Alan Sugar (business magnate) is surely a titan of industry, and not just a grasping single-minded bore who got lucky. He's a wonderful man to boot, and not the least concerned with his public image and bank balance. So, in order to reflect the joy that he sprinkles into our lives on a daily basis, not to mention his unmatched skills when it comes to pointing directly at the camera, we would like the public to henceforth remember him as Lord Baron Alan Bum Sugar.