I agree completely. The real shame is that it is such a great signal being totally wasted. And, they even have some decent people in programming. It just shows the strength of the heritage status and how it affects diary holders. Almost certainly, country listeners listen to Kiss and Big Country. However, ask them and they will say they are Kiss listeners. And without heavy marketing, better cross-partnership between sales and programming, or Kiss Country just screwing the pooch, they really have no chance of ever changing that.