The Apprentice. Why does ANYBODY volunteer to be the project leader?

So we've had the first episode of the new (UK) series, and once again, the person leading the 'loosing side' (and that's another problem I have - they turned a profit, just not as big as the other lot) gets booted off. I'm not necessarily saying this wasn't warranted because he sire killed himself in the Board Room!, but it seems to me it's very unusual for anybody other than the leader to pay the price for a losing side.