SABC had scored the scoop of this year's political campaign: His Eminence President Thabo Mbeki had agreed to a two-hour live interview.
Our public broadcaster dismissed all other programming on 15 of its stations and political editor Abbey Makoe set to it with the corporation's standard deference and craven obsequiousness.
No surprises there. We all knew the only chance of any sparks in this discussion would be when Joe Public posed queries to the president. And the questions came in fast and furious.
So the SABC pulled the plug - almost one hour early.
What a disappointment though that the interview was unceremoniously shortened just when the public expected a lively exchange between Mbeki and listeners across the stations.