"First lesson in journalism school: don't lose all your credibility in the first eleven words." :-)
I think the author just wanted to start off with a catchy, upbeat, enthusiastic opening........just to attract the reader. A writer with enthusiasm for his subject doesn't blow his credibility for that feature alone. :)
It's not the enthusiasm that is the problem: its the admission that they have been 'absolutely captivated' by 'The Apprentice' that sinks it for me! ;-)