Yeah, well, it's making it fashionable to:
A. Want to be a celebrity for no other reason than to have people say, "hey, I know that face". No substance, just want lots of people to like you.
B. Making it cool to be the bigshot, controlling everything with everyone's job at your whim. He takes painfully joyful delight in his smug 'you're fired'. He's even tried to copright it, like he invented the phrase.
The whole show is just a big orgy of wannabe-celebrities falling over each other to be known less for talent than for having their face on a box that people have in their living rooms. There's more to life than being a ladder climber. Selling your self-respect out in order to kiss the boss' ass on television, putting up with his sometimes ridiculous demands (like p poppa diddy whatever the hell he's called this month daddy diddy) just to make a buck and have an E! entertainment interview half-hour special is sick. It's the Paris Hilton-Real World-Fear Factor asinine programming that attracts people just because they look attractive and want desperately for a lot of people to like them, regardless of the reason for that fame.
Celebrity is absolutely without redemptive qualities. Being known for something tangible and respectable (like, oh, helping people) is what being 'great' is all about. You don't and can't chase greatness; you just do what is right and greatness follows you.