Well golly jeepers - a senior TV executive has finally done the honourable thing, taken responsibility for deceiving viewers, and resigned. GMTV's departing managing director, Paul Corley, deserves ample credit for that.
However, will anyone else in the upper echelons of TV land follow Corley's lead?
It certainly sounds like there may be more falling on swords, if all the recent talk about "zero tolerance" of further viewer deception is to be taken at face value. Or, on planet Byford, "doing zero tolerance".
The TV industry also finally seems to be waking up to the seriousness of the viewer deception crisis, nearly six months after the partipication TV scandals started.
After last week's self-flagellation at the BBC, Channel 4, Channel Five and now GMTV have all unveiled plans to tighten up their procedures and processes in an attempt to stop viewer confidence in TV continuing to ebb away.
But are broadcasters doing enough to turn the tide?
