I wanted to hang fire about commenting on the latest trailer for the new series of Dragons' Den, which has caused so much controversy on the web this week, until I had actually seen it.
Which I did this morning.
Just in case you haven't seen the trailer, it features the line up of 5 Dragons, arms folded looking down their noses at a miniature man on the floor beneath them doing his pitch, after which Deborah Meaden crushes him underfoot with her red soled stiletto shoe.
And quite frankly I think it's pretty shocking.
Shocking firstly that the BBC production team are so badly out of touch with what is going on in the UK Small Business Sector that they can even have thought to put together something which is so derisory and unsupportive of new entrepreneurial talent in this country.
Shocking secondly that the 'Dragons' actually agreed to allow themselves to be featured in this way.
Whatever shreds of credibility Dragons' Den may have had left as a 'business show' have now finally evaporated. The trailer finally portrays the show for what it really is - Coliseum TV created exclusively for the torture of those who manage to get featured on the show, and entertainment for the masses.
Not to mention an ego massage for the 'Dragons' - who all seem to be stuck in the oh-so-outdated '80's 'greed is good' alpha business stereotype. An image which is completely out of touch with the majority of the UK's successful entrepreneurs, who are generally hugely supportive of those just starting out on their business journey.
What a real shame for a show that started out with so much promise to be a great role model for British Business.
In my view it's time for the BBC to recognise that it exists for more than just to produce shows which can achieve good audience ratings - and seriously review the show's creative direction.