End of an era is in overused expression, but there's no doubt that's what we have witnessed over this Bank Holiday weekend as dozens of legacy ILR stations signed off for the last time ahead of Bauer Media's launch of its new national offerings on a patchwork of local transmitters.
It's been a long time coming, this demise of the topography stations - those named after rivers, hills and landmarks - as they make way for brands.
Brands, we're told, have the power to cut through clutter and aid recall in the era of infinite media choice, although in an age where names like boohoo and TikTok are rooted in nursery vocabulary the cognitive effort required to recall "Greatest Hits Radio" feels almost Herculean.
One can, at least, hope it delivers what it says on the tin.
Getting what you want in wireless has always come at a price.
Early ILR punished profitability with the IBA's secondary rental payments. Capital Radio, therefore, was obliged to sign a cheque that paid for Ralph McTell to perform a gig in Bradford to entertain punters in Pennine's Free Festival, which I organised as a fresh-faced teenager. At least he got to play "Streets of London" on Sir Dickie's dime.
More recently, at the turn of the millennium, the late, lovely John Myers employed me for two years to run a smoke and mirrors Media School for Real Radio; it looked good, with little actual effort. The setting up of that operation was a promise made to OFCOM as part of the beauty contest to secure GMG's regional licence in Yorkshire.
The fulfillment of that pledge paid for the conservatory where I'm writing this.
Now Bauer has secured its greatest prize, a national network to rival Global's as the two main players in mass market UK commercial radio go head to head.