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  Today  NBC  September 24, 2010 8:31am-8:32am EDT

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>> isn't it amazing, you want to choose dogs that really have a chance. so we'll show you, look at those adorable ones, their makeover is coming up. all right, and first before we get to anything else, we want to say hello to mr. donald trump. a brand-new season of apprentice is underway. good to see you, sir. >> good to see you. >> are these competitors living up to your expectations? >> they're very tough, but alex had a very tough time last night. he was -- maybe he shouldn't be there. he was eaten alive by -- we have some very tough people on the show. >> but he ends up getting his dream job at the end? >> he's going to say thank you very much, donald, i hope. >> they're selling ice cream, that's a very basic simple challenge, much simpler than i have seen in the past. is that a back to basics thing. >> back to basics, exactly right. we want to sell lemonade and ice
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cream on occasion. >> given the backgrounds of your contestants, is there a feeling that the stakes are higher this time? >> i think so, because a lot of these people are virtually down and out, and it's really a tough thing for them, they had great jobs and now they have no jobs. you see a couple of them, four or five children. one went to a great law school and right now is selling cupcakes, beautiful girl, number one education, top in her class and she's selling cupcakes. . >> want to remind people they can watch all new episodes of the "the