In a further effort to alienate their already dwindling audience since switching formats for the forty-leven millionth time in the past seven years, 1010 Sports is now deciding to give themselves a very corny moniker--the Beast :. This is obviously either a blatant rip-off of or a half-hearted knock on the Sports Animal (which darn sure isn't what it used to be). I thought that maybe this time that CBS would finally be able to grasp a firm hold on the sports radio biz here, but it looks like once again that they're jumping the shark.