Absolutely what?

Fabulous? No, the new name for Virgin Radio in the UK and beyond is Absoluteradio. The name is being phased in now and Virgin is to be dropped by their new Indian owners by October 1st. Hmm. May be they tried too much of what is at www.absolut.com to come up with that one. Remember Yorin in the Netherlands? Neither do I. Perhaps they are trying to get higher than the BBC in the menu driven electronic programme guides, rather than being stuck at the bottom? Will there be a similar http://www.boycottabsolut.com/ (yes it exists)? We'll see. "Just gone three minutes past eight here on absolute and it's raining here....." Nah!