Two reasons, really:
First, work schedule. There is NO WAY to get him at work - FR is barely accessible.
Second, content. If all I wanted to hear about was sports-name-dropping, I’d watch Disney/ESPN.
The content felt like it shrank and changed. Lots and lots of time flogging iced tea and children's books. Also, it really bugged me when he started going straight from content into a live commercial for lifelock. By the time I realized it was a commercial, I felt I'd been had.