A week before the new series of Dragons’ Den is due to be filmed and the millionaire spat escalates to new levels. For sceptics like us who are inclined to think there is a touch of the publicity generator about all of it, things may be getting a little out of hand.

Last month Bannatyne took the first pot-shot by wingeing that he thought it was “unfair” that, as a non-dom, Caan did not pay tax in the UK on money he earned overseas. He was apparently put out that Caan had acquired five health clubs, which he claimed would compete unfairly with his own gyms.

Politically fitting. So, good timing with the non-dom attack.

Bannatyne 1, Caan 0

In Wednesday’s Evening Standard Caan gave Bannatyne something to think about with this response: “I do not apologise for my country of origin, Pakistan.”

Having started a row and found himself on the back foot, Bannatyne tried to retaliate, telling the paper Caan was “playing the race card” and “personalising the whole thing”.

Personal from the start really, should’ve anticipated the risks; Bannatyne outmanouvered.

Bannatyne 1, Caan 2

Race card or not, viewers are unlikely to have much sympathy for either a whining Scottish millionaire or a defensive non-dom millionaire.

They are likely to want to tune in and feel the tension though.