Reacting to the crass appeal for a California Bay Area underwriter, Caruso reminds the broadcasters: "C'mon, guys, we're sitting right here. Can't you at least do us the courtesy of being subtle about the fact that as far as you're concerned, we're nothing but pairs of eyes for corporate sponsors?"

Citing 15-year-old FAIR warnings of the hazards of such "enhanced underwriting," Caruso also remembers

a day not that long ago when PBS's purpose was to provide, you know, broadcasting services for the public. Now that they're just selling audiences to advertisers like the rest of the corporate media, they really should change the name—though I suppose "Supplier of Prime Demographic Groups to Underwriters through Multiple Platforms" doesn't quite have the same ring (and SPDGUMP doesn't exactly roll off the tongue either).

Caruso even has a suggested rewrite of their longtime "standard sponsorship message as well": "This program was made possible by contributions to your PBS station from Upwardly Mobile Middle Class Consumers Like You. Thank You! But seriously, we're just as happy getting our money from ExxonMobil."