First let me say thank you for some of the terrific insights you have dispensed in the past.

That being said, I could not disagree with you more in this case.

As a family guy yourself, you should know there are some things you simply don't put a dollar value on. I actually applaud Tiger's stance because he is in effect saying, "There are certain things in my life that are worth more than even $1 billion."

Instead of calculating which approach would save his endorsements, he simply boldly stated some things are worth more than endorsements. He did what he thought was right, and didn't let potential lost dollar value influence him.

Maybe a lousy business decision. But sometimes in life business plays second fiddle.

Second, HUGE difference between him and Mark McGwire. Tiger, basically admitted he blew it within days of the incident. McGwire dodged the issue totally with a non-response. No apology. Just a blatant dodge. And only did that when subpoenaed by Congress.

Third, probably the situation closest Tiger*s is Kobe Bryant. Kobe's is actually more extreme because there was an allegation of rape involved. Kobe reacted similarly. Immediate statement. Then basically nothing while his court situation played out.

Yes, Kobe's endorsements took a dive for years. But he is basically back. MVP of the league a few years ago. A very famous viral ad of him leaping over a speeding Aston Martin:

http://www.youtube.com/watch?v=BIWeEFV59d4

Will Tiger's immediate stock take a dive? You bet. But like Kobe, with some astute management, he will be back.

But he is doing the exact correct thing. And believe me, he's not going to have to beg on the corner to pay his mortgage.

To paraphrase a line Tiger might sign from the musical Evita, "Don't Cry for me, Eric Lofholm!"