Barely two months after enterprising chef and professional Tesco-botherer Hugh Fearnley-Whittingstall took to our screens with his campaign against discards, the bureaucrats of Brussels have caved in, putting an outright ban of the practice firmly on the cards.
It's such a surprisingly decisive move, even the chef himself seemed taken aback when he was asked about it this week.
Spoilsports will point out that anti-discard sentiments weren't exactly invented by Mr F-W (there is even talk in some quarters of bandwagon-jumping), but there is no doubt that it was his Channel 4 programme that brought the scandal of perfectly good fish being thrown back into the sea to the attention of the wider public.
What happens next is a slightly trickier question. The proposal to ban discards has already split opinion, and the practicalities of implementing and policing a ban have yet to be worked out.
The real fish fight is only just beginning.
Don't miss next week's issue on 'how to police the seas'. Plus our special on the new generation of celebrity chefs.