The British media is well-known for helping to build the careers of stars, be they sportsmen, actors, writers or musicians, only to begin tearing them apart once the subject's fame and fortune has reached a level that is convinced, by the media's standards, 'enough'.

For years the media will fawn over the newcomer, praising each and every achievement, no matter how minor. However, once the backlash begins it is merciless, and few recover.

Over the past weekend it appears that the start of the 'Button-backlash' might be about to begin.

On ITV, which broadcasts F1 in Britain, the pre-race Button hype was as strong as ever, but following the Englishman's retirement the mood was somewhat sombre. Nonetheless, members of the ITV team appeared to spend an inordinate amount of time talking about Lewis Hamilton's back-to-back wins in the GP2 event, even holding an interview with the youngster. Not bad, when you consider that the broadcaster won't be showing highlights of the races until next weekend.

Several newspapers also appear to be growing tired of the Button/Honda excuse factory, with the (ever flowery) Kevin Garside of The Daily Telegraph, writing: "For British success in Barcelona, Hamilton is your man".

Ouch!

While in The Times, Kevin Eason, a keen Button fan, who only a few days earlier had allowed the Englishman to suggest that the competition now is tougher than it was in mid-seventies, has also become aware of Hamilton. Referring to the Nurburgring victories, he wrote: "Hamilton put on a blistering display with two dominant victories that were as good as a wake-up call for Formula One."

The British media, which is not entirely inspired by motorsport in the first place, cannot cope with two heroes, and Hamilton is closing in on Brackley's golden boy at a vast rate of knots, with growing media support.