Sherman is aware of his brand, as I tweeted last night, Nike will PAY villains and heroes all the same. Despite football being the new national past time (sorry baseball folks, I said it) the players opportunities to brand and market themselves isn't as prevalent as it is in other sports. They also have shorter careers, which relates in less time available for them to capitalize on their fame. Sherman talks a TON and backs it up. As a result he is recieves a ton of attention, and he is going to capitalize on it. I have seen him called a thug, a punk, and much more..I find it hilarious. Sports are entertainment..he is an entertainer. His act is akin to one that you would find in the WWE. Fans of football need to realize that the persona that they show on the field is only a small part of who they actually are. Sportsmanship..I really think this word is thrown around too much. Look..what is said on the field isn't nice, guys say some of the worse things you can imagine to one another...it's all a psychological battle and it doesn't stop when the game is over..those battles last seasons and grow into rivalries. I was okay with the whole thing. It entertained me..I don't have any children yet, but when I do will make sure that they appreciate aths as aths, but I will make sure that they understand that these guys are not your role models..that just isn't what they are paid to be..