When radio rebranding doesn't quite work...

If you're the kind of person who follows radio stations or listens to Virgin/Absolute Radio, you can't have failed to notice the recent rebranding, emphasising the fact that it's now Absolute Radio. Unless you're a relative of mine, who thought that the renaming of the radio station was a temporary sponsorship deal with the vodka manufacturers, and that it'd go back to being Virgin Radio in a week or so...