The World Cup, John Motson once intoned, is a truly international event. But it's no longer a truly Motty event, after the BBC gave viewers the opportunity to switch off his commentary in favour of someone else.
Nearly 2 million viewers have so far pressed their Sky Digital red buttons, which offers the alternative of the Radio 5 Live commentary, a couple of young guest pundits or - wait for it - no commentary at all.
Despite some newspapers' suggestion that viewers were ditching Motson in "greater numbers than expected", there are no figures as to who is listening to what.
One thing's for sure - there is certainly no lack of interest in what the BBC's interactive service has to offer. Which might be food for thought for Channel 4, which decided to ditch its interactive service. But then, they don't show football.
Anyway, back to the World Cup. And yes, I did use the red button to put Motty out to grass for last night's Brazil game on BBC1, choosing to listen to Radio 5 instead. Nothing against Motson, of course. I just don't like him, a feeling which intensifies whenever he actually appears on screen.
Five Live's not perfect, of course - on last night's performance, Spurs boss Martin Jol is a rather better manager than he is summariser - but it's a blessed relief not to be listening to Motson. I gave him just enough time last night to go on about Stanley Matthews having to give the Nazi salute at... and he was gone.
So have you been using your red button? Short term gimmick or here to stay? The BBC's director of sport Roger Mosey has his say here. And how much do you wish ITV had a red button as well, offering TalkSport if not the BBC?
