The NHS Direct phone service is to be scrapped by the Coalition government, in favour of a "cut price" medical advice phone-line which will use fewer nurses and medically trained staff.
John Prescott is on the case, having launched a petition which can be signed at www.savenhsdirect.co.uk. He has the first 500 signatures and anticipates thousands over the weekend, and there is much discussion on twitter of a #savenhsdirect
David Cameron has every right to be rather busy and on leave following the happy news of the birth of his daughter earlier this week.
So it may not happen quite as quickly as over scrapping free milk in nurseries.
But I predict a u-turn.
One thing which might worry the Coalition is the amateurishness to how the news has come out: The Guardian reports that Health Secretary Andrew Lansley accidentally let the cat out of the bag about the decision, appearing to reveal that the official line that a "pilot" scheme was being evaluated was in fact a cover story for scrapping NHS Direct.
The government begins on the back-foot, but is offering "more for less" rhetoric.
The Guardian reports a Department of Health spokeswoman: "It is important that we deliver the best possible service for the public and, in the economic climate, deliver the best value for money.
Whatever the legitimate debate about the best phone-line health advice service, the Coalition's cack-handed handling of the issue means it is now going to struggle if it now wants to claim that the move is not cost-driven.
Like many parents, I have found NHS Direct really useful on a couple of occasions, when not sure whether or not (or how far) to panic when young babies have been ill at night. NHS Direct costs £123 million a year. A large part of the point is to ease pressure on other NHS services, particularly people unnecessarily turning up at accident and emergency as the only well-known way to immediately access the NHS.