It seems every week the contestants work on a marketing campaign for some company that is already well-established.
Business is more than just marketing. Also important to the success of business is financial management, operations management, information systems, internal control, investments ,human resources, etc.
The show would be a lot more interesting if they went to other, fledgling companies and help them in those areas and see how great business people they really are. How can you expect someone to be your apprentice when all you made them do is sell hot dogs or put together a display case?