[mouseboy33]

I mean, people in the States have managed to understand the concept of network and affiliate for decades... now they suddenly can't be trusted anymore to make the distinction?

On second thought: Gray is pushing its national content to the affiliates. So lines are probably becoming a bit blurred.

For decades upon decades. There was actually very little network branding alongside the local channel number. So for years in the past and pretty much even today..... People will say Channel 2 or Channel 7. Ive never heard anyone ever say NBC 4 or or ABC 7. Its just not a thing. (Visually the O&O stations have for years used the network logo, but you'd rarely hear CBS 2. They used the Call sign and say Channel 2, 4, 7 or whatever.) The networks have pushed that Network/Ch# branding (NBC 4, CBS 2, ABC) for the last 20years or so. And it simply doesnt work. It seems by osmosis or something, people just know that one channel is affiliated with whatever network. So if you say "Oh I watched this new show on NBC last night". Most people will pretty much know you are talking about say WNBC 4 - NBC New York or something.

Here is an example of a network affiliate for most its existence never saying CBS despite the fact there is a CBS logo used. Then in the 00s they had to drop saying CHANNEL and stop saying the CALL LETTERS from the title and start using CBS 2 and the CITY. Boring.

www.youtube.com 

Here is an example of NBC Affiliate in Birmingham that didnt use the network branding until the 00s
www.youtube.com 

So the Gray dropping the network logo..... Is really a who cares thing.