In 2003, "The Observer" named the KLF's departure from the music business (and the BRITs performance in which the newspaper says "their legend was sealed") the fifth greatest "publicity stunt" in the history of popular music. A 2000 piece in "The Daily Telegraph" called the BRITs performance "violently antagonistic" and reported that the "music-business audience" was "stunned"; on the other hand, Piers Morgan writing shortly after the performance called the KLF "pop's biggest wallies". A 2004 listener poll by BBC 6 Music saw the KLF/K Foundation placed second in a list of "rock excesses", after The Who.