hostname where?

[Tom Horsley]

OK, I just installed f18 in a virtual machine, and hostname reports
localhost.localdomain.

I tried adding HOSTNAME= to /etc/sysconfig/network where it always
used to be, but it had no effect.

I ran the system-setting app and can't find anything that hints
to me that it might have something to do with setting hostname.

So where in the blue blazes is hostname set these days?