The announcement was criticized by politicians (such as Minister of Canadian Heritage James Moore), who felt that the new "Ici" brand was too confusing, and that the CBC was diminishing the value of the Radio-Canada name through its plans to downplay it. The re-branding was also criticized for being unnecessary spending, reportedly costing $400,000, in the midst of budget cuts at the CBC. On June 10, in response to the criticism, Hubert Lacroix apologized for the decision and announced that the new brands for its main radio and television networks would be revised to restore the Radio-Canada name alongside Ici, such as "Ici Radio-Canada Première".