Cheap shots aside, I wouldn’t call Lord Sugar “Alan” to his face any more than I’d call my doctor “David” or refuse to address anybody else using their professional title: it’s inappropriate and profoundly disrespectful.
When working for an Earl I called him William. A Baron was Malcolm. And the Viscount I interact with is Matt.
Why wouldn’t I call them what they were baptised as?
Ah, yes, silly me, I see Carrie’s problem…..
Whether it’s professor, lord, lady, baron, he, she or they, calling people what they prefer to be called isn’t difficult. It’s just basic politeness. If you choose not to do it for particular groups of people, that says much more about you than it does about them.
At which point we all agree, it is indeed politeness. It’s just that politesse enforced by the law isn’t such, is it?