Running, jumping and skiing are all fine but it's the truly gifted person who can make us cry: "As the countdown to the Winter Olympics...begins, advertisers have begun backing athletes whose life stories may be more golden than their medal prospects."
This raises many questions. What's the shelf life of an athlete who loses? Will NBC skew coverage to give sponsors' athletes more air-time? Is that ethical? And will any of this matter when American Idol's on?