Eddie Schwartz of WGN referred to the new WLS programming as "Hot talk," a format that was just gaining currency in the Rush era. Instead of actual conversations (which the WGN announcers prided themselves on), the "talk jockeys" picked a topic, did a 5-minute rant in favor or opposition, and virtually dared the listeners to engage them in any sort of honest debate. Instead, the "dittoheads" took over.