Harry Mahmood became the first Apprentice candidate to be fired this evening after his logo - which appeared to resemble a turd - ultimately sunk the team's cruise brand.
Tonight, the hit BBC show returned for the first time in two years and the candidates were immediately put to the test as they were tasked with creating a brand and ad campaign for a new cruise line.
The girls were led by Kathryn Louise Burn - who seemed like the perfect choice as she had worked for Virgin Holidays Cruises in the past - and they settled on the idea of an adults-only cruise for friends.
However, her choice of brand name failed to win over the rest of her team, who failed to understand what the 'bouji' in 'Bouji Cruises' really meant.
Yet, despite a rather corporate logo and their less than solid pitch, the girls managed to stay afloat thanks to their succinct messaging and won the task.
But for the boys, it was a very different matter.
Led by Akshay Thakrar, the boys settled on less inspiring and fairly average target market of health and wellbeing.
The team decided to call the ship Seaquinity and the brand name Never-Ending Nautical - though Karren Brady pointed out that the 'never-ending' name seemed to imply a nightmare.
Yet it was the logo that seemed to be the ultimate sore point, which was supposed to show a man turning into a wave.
Unfortunately, it was likened to either a rotten banana or a turd .
Sub-team leader Akeem didn't seem to think so, labelling it "wicked", while Harry slammed it as looking like a "banana rotting upside down" or a "slime or bogey".
It didn't help that they also forgot to put the brand name underneath the logo.
Despairingly, Karren said: "They've come up with this half man, half rotten banana logo but where is their brand name? It's completely ludicrous that they haven't included that in the final proposition."
In the boardroom, Lord Sugar was similarly enthusiastic.
Baffled, he asked: "What is that?"
"That's their logo," Karren explained.
Lord Sugar repeated: "That's your logo?"
"I know it's a bit of a weird logo but anything that's weird is something that people remember," Nicki Minaj superfan Navid replied.
"I have to say, when we first saw it it was a bit of a shock," Alex, who had been on the other team, admitted.
Harry added: "I saw us heading towards this iceberg and I was very vocal about it."
As the boys continued to bicker, with Akeem slamming Harry for being disruptive during the process, Lord Sugar fumed: "What the hell is that logo about - it's nearly as bad as their name Bouji."
But he wasn't impressed by their social media ad either - also directed by Akeem - and featured Nick awkwardly jumping into various sports outfits.
"If that did go viral, I'd want to know why," Lord Sugar said. "Unless the logo did actually turn into a turd. It's not selling me cruises, is it?"
After listening to the experts, Lord Sugar decided that the girls should win over the boys.
"The girls won because there is an overall synergy with their campaign while yours is disjointed," he said.
Following their miserable stint in the Cabana Cafe, Lord Sugar added: "They say the worst things happen at sea, but they didn't realise it was going to be this bad. The bad news its that there's not enough room for all of you in the lifeboats."
*The Apprentice returns next Thursday at 9pm on BBC One
