Interesting that everyone is talking about the buttock-clenchingness of it. DH was nearly under a cushion at the car crash that was James' singing and hard sales of crappy key rings. Not to mention the terrible sandwiches and lack of so much as a bottle of water.
Honestly, though hard not to get cross at Gemma for not playing it more cleverly in the initial boardroom. The obvious thing was to play up the extent to which James's tomfoolery and cack-handed bargaining made the brand look really tawdry and terrible, and risks pissing off the tourist attractions whose goodwill a tour company needs. James can't see past the fact that he sold all the merchandise, but it's a crap longterm strategy, and he clearly isn't capable of thinking about customer satisfaction, repeat business etc. Would even Sugar want to go into business with someone that dopey?
If Gemma had stirred herself a bit she might have been able to deflect attention from her awful tour and got Sanjay to take James into the boardroom as well as her...?
(Also, crap 'treat'. I'd have preferred to go the Cafe of Failure...)