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Britain's Brown taps his own Donald Trump to boost dismal ratings

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Only blatant snobs will complain

The Conservative Party lodged a complaint with the BBC, saying Sugar's dual role working for the broadcaster and the government is a conflict of interest. Blatant snobbery, countered fans who welcomed his arrival as a breath of fresh air in the rarefied world of Westminster.

Sugar remains an outsider with an apparent distaste for many of the polite conventions of Britain's establishment, despite his unofficial ranking as Britain's 59th richest person. Born in 1947 in poverty in an East End that had been devastated by World War II, his live quickly took on the sheen of a Horatio Alger story.

By 12, he was leaving the house every day at dawn to boil beet roots for a local trader. At 16, he was selling car antennas from the back of a van, and by age 21, he'd amassed enough capital to start Amstrad - Alan Michael Sugar Trading. He had an initial public offering in 1980 and, after overcoming difficulties in the 1990s, was bought by the broadcaster BSkyB for a reported $200 million in 2007.

"There is a huge amount of snobbishness about his appointment," says Stephen Alambritis of Britain's Federation of Small Businesses. "As an entrepreneur who has made it from a very modest background he is someone who many look up to for inspiration."

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