You are a Gatorade executive. A guy from marketing burst into your office out of breath and says, "Boss, we'll sell millions with this great advertising idea." You wonder, "Millions of what?" but don't interrupt. "We do a football comic with Peyton Manning on the banner ad then we add it to a Patriot fan site." "What if some minority of Patriot fans do not like Peyton Manning?" you ask. "Well, we can add Eli Manning. I see the problem. What if they don't like either Manning? Hmmm. We can add JJ Watt, Cam Newton and RG3." "Should we add a Patriot player?" you ask. He smiles patronizingly at you and says, "It is your call, boss, but I have a marketing degree from University of Tennessee and know about these things." Do you trust him or your gut?