But the sponsors want to sell to us, so promoting that image is important (to him, to them, and also to us as consumers). Tiger deserves our scorn for this. Forever? Dunno... he's certainly been shoved off the pedestal at this point. And now, instead of an iconic single-minded desire to win (which appeals to companies like Nike) we find out that he'd be an ideal spokesman for Cialis. That's quite a swing....