My boss Emily Bell said this week that if Tim Davie became BBC director of audio and music it would "at once signal the most change and precipitate a seismic rumbling in the foundations of Broadcasting House".
Now it's happened and the rumblings have begun.
Here's what people at the BBC are asking:
"Will Davie's lack of experience in editorial management count against him in the passionate world of radio?"
"Does his appointment mark the rise of the marketeers? "
Andy Duncan - Davie's marketing predecessor at the BBC - paved the way with his march up the media management ladder to become chief executive of Channel 4.
Undoubtedly, it's difficult not to get pigeon-holed in media. Davie's supporters point out he does have creative skills, otherwise he wouldn't have got where he is today - sitting alongside outgoing audio boss Jenny Abramsky on the executive board of the BBC.
One said: "He's bright, articulate and done a great job of running marketing, communications and audiences."
BBC audio and music is a successful operation but it is also one of the cornerstones of public service broadcasting.
How will Davie manage the tricky balancing act?
