If there’s one area that often gets maligned, often unfairly, it’s the domain of the local radio DJ. An odd blend of personality, cheese and the rural/urban area they broadcast to, for all those who sneer, they’ll be just as many who’ll tune in religiously.
Firstly, I doubt very much this is a relatively new tactic. It’s just before Usmanov the internet community wasn’t quite as aware, or as bothered by it. Very much like the phone-in and BBC scandals, once people start looking, or bothering, the instances are there. Anyway, that’s somewhat of a side issue.