He works in the media. He posts on Twitter a lot. He is aware of the world around him. Nonsense to suggest otherwise.
He is a big football fan and supports a team who has been linked to such comments previously. Even if not involved in that he will be aware of the connections made to his team's supporters.
He did know who had had the baby. He posted a comment under a tweet (with picture) from a newspaper of the royal couple which has a headline about the baby's possible name. He was making a connection to Wallace Simpson - therefore knowing exactly which couple was involved.
He isn't 'that' old. He is 61 - he is clearly of an age to know the horrible racist connotations.
He claims he was talking about 'royal circus' so why was it not a picture of a circus?
He says he'd use the image for anyone's new baby if they were in a privileged position. Yet he has't has it. He hasn't posted it following anyone else's baby news on his Twitter previously.
He is continuing to tweet about it and how unfair it all is. If he was truly sorry, he'd shut up for now - and then, at the very least, he'd put out a proper apology without excuses, without claiming it was just his turn to come under fire, and without making nonsense comments about not knowing who he was posting about.
He was shown to be a very unpleasant man on IACGMOOF.
He has been sacked twice by the BBC already. One was about allegedly inciting violence against a football referee. He claimed he didn't but did then say he could understand why people might want to attack the referee. Another was for calling his BBC bosses names online. So he has form for not taking responsibility for his own errors.
I don't even think it is that out of character really - unpleasant man make unpleasant tweet, and the makes half hearted 'apology' for it.
Re Alan Sugar - don't think they can sack him. I don't think they employ him.