With this guy it boils down to "if I do it, it's a great idea. If I don't do it or didn't think it first, it's a very bad idea."
Business-wise he can be very over the top and loves that reputation.
Yet someone I know had a job as his assistant on Dragon's Den (Canadian version of ST) and she said he's actually a great guy. He made it a point of learning her name, was always pleasant and polite. When he heard her mom liked the show, he even spoke on the phone to her mom to say happy birthday.