As Tiger Woods struggles with damage control in the wake of revelations about marital infidelities, several thoughts come to mind. We never really know the public figures we eagerly anoint as heroes and therefore should not be surprised when they come up short. Contrary to received opinion, athletic prowess should not be confused with character and values. And finally, in a rational society Woods' behavior would be regarded strictly as a private matter between he and his wife.
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In a rational society, companies would sell and market their products to consumers by promoting the merits of the product,its qualities, usefulness, etc. However, we live in a society where companies hire endorsers. As an endorser, Tiger deceived consumers into believing he was a wholesome, caring creditable family man. That's why this is a story and not just a private matter.
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