It hurts me even to read what I wrote. In a blog post right after the World Cup, I boldly predicted that Zinedine Zidane's foolish head butt in the final was going to cost him $20 million in endorsements. Turns out, according to The Wall Street Journal, that head butt enhanced his appeal, adding an intriguing layer to his persona. Zidane is swimming in endorsement deals. In very lively comments to my blog post, readers laid into me for not knowing soccer. Now I think I understand soccer better than advertising.

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