Shhh. Publishing holiday secrets in The Wall Street Journal

Chicago Cubs pitcher Glendon Rusch, who makes $3 million a year, has a secret. He's going to

Chicago Cubs pitcher Glendon Rusch, who makes $3 million a year, has a secret. He's going to "surprise" his wife this Christmas with a $122,000 Aston Martin. Since it's a surprise, he told the Wall Street Journal reporter to go ahead and print the news--but please to urge readers not to spill the secret.

This tells you one of two things: Either Rusch doesn't care much about keeping the secret, or--more interesting to me--he's confident that his wife, Kelley, is safely buffered from anyone who might happen to read one of the leading national newspapers. Many people are. I'm sure that a news nugget in the Journal that would send Wall Street into a frenzy would go unread and unnoticed in large swaths of the Bronx, just a few miles north. But how many people in a $3 million household are several degrees separated from Journal readers (not to mention this blog)?

Here's my guess. It's a gold-plated version of The Gift of the Magi. Imagine that Kelley, just like Glendon, plans to surprise her spouse with luxury wheels. The dealer, I'm guessing, has read the Journal. So when Kelley kicks the tires of a $98,000 coupe, he urges her to look for something just a little nicer. Why? she asks. He plays coy for a while, but finally rescues yesterday's Journal from the recycling bin and shows her that unless she spends $122k--or more--the mistletoe will shrivel and her lips go unkissed once Glendon tours the garage and sees that he's been dissed.

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