When rumors began on Mar. 9 that an underwhelming baseball talent named Michael Jordan was returning to the Chicago Bulls, Wall Street smiled on companies whose products His Airness endorses. By Jordan's Mar. 20 debut, shares of Nike, McDonald's, Quaker Oats, Sara Lee, and General Mills had enjoyed a combined spike of nearly 4%. Now that Jordan is back, though, Michael-mania has cooled off.

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