"The Edge" is branding poison right now. Three-plus years of bottom-feeding ratings and increasingly less-edgy and less-alternative music along with a very real sense that the station had withdrawn from the relationship it once had with listeners have made it positively radioactive.
"Independent" and "alternative" and even "rock" ought to be the buzzwords associated with the calls for at least the next year while the station rebuilds itself and its relationship with listeners. (Sadly, it looks like that will require tossing aside Kevin & Bean, one of those once-great morning shows that have grown bloated to the point where there is no longer any room for the music.)