The most striking thing for me about Roy Greenslade's Evening Standard story was the almighty and near unanimous kicking that the paper received in the comments section beneath it.
Now the Guardian's website tends to have a majority of 'right-wing' commenters, but for whatever reason, almost none of them had stuck up for the Evening Standard under this piece.
Almost nobody that is except for commenter 'billybonds'.
Now this comment seemed a little out of place after reading some of the vitriol above it, so I clicked through to see what else billybonds had to say about life.
Here's all of billybond's contributions to the Guardian website, listed in date order:
And that's it. I guess there must have been something really special about that ad campaign for ol' Billy. I wonder what it could have been...
The Evening Sorry
So although Billy was sold on the ad campaign, reaction elsewhere to it has been overwhelmingly negative.
853 and Dave Hill both say that 'sorry isn't enough' and even advertising bods say they have created a problem that didn't exist.
For me however, the danger is not that the problem didn't exist, but that it did and that these ads are just ramming that point home.
The danger for them now is that this could easily become Geordie Grieg's own Gerald Ratner moment: the moment where Standard readers finally realise just what old crap they've been buying all these years.
And so while for grabbing attention, the campaign has worked, if Londoners are really going to believe the paper has changed then it's a change in substance that needs to be made.
And so far there's been very little sign of that.