On the button

One of the highlights of today's The Apprentice launch (see below) for the gathered hacks was not the big man himself, but a talking pen they were given on the way in. When a button was pushed, it spoke in a robotic voice: "You're fired!" Brilliant. As the assembled mob sat down to watch episode one, all that could be heard was the burr of a thousand "You're Fireds!". And when Sugar told the first candidate that they were off the show, what could be heard booming around the room? You've guessed it. Interactive TV at its best.