He may have millions billions in the bank, be an actual Lord and be known for his canny business acumen - but it seems that Alan Sugar has his 'duh' moments just like the rest of us.
The Apprentice boss retweeted a story posted by The Onion - y'know, the world's best-known satirical website - of Taylor Swift with a swastika photoshopped on her face.
The headline - "Taylor Swift Grateful Kanye West Controversy Taking Heat Off New Swastika Tattoo" - was, of course, related to West's recent surge of support for Donald Trump.
Eh I don't get this . Can someone explain is she making a statement or what ? https://t.co/C0zBVIcuQs
— Lord Sugar (@Lord_Sugar) April 26, 2018
Let's just break it down for a second: Lord Alan Sugar actually thought that Taylor Swift, one of the biggest pop stars on the planet, had gotten a large swastika tattooed on her face. What's more, the number of people who also believe it to be true is downright worrying.
Oh dear. Piers Morgan is going to have a field day with this one.
Some of the replies are top-notch, though...
Aww. Bless you.
— John Niven HQ (@estellecostanza) April 26, 2018
You should have stayed on an Amstrad - this internet thing is a bit too advanced for you
— Uncool Adam (@uncooladam) April 26, 2018
Lord Sugar, I come bearing an urgent message from the Wallet Inspector
— Tom Moreton (@tomalmo) April 26, 2018
— Kevin M. Brettauer (@kevinbrettauer) April 26, 2018
— Karl Baird (@Jorarl) April 26, 2018