"This is Tiger's 'I'm back and I never changed and you have to like me anyway.'"

Here I thought Nike was to blame for the "Winning takes care of everything" messaging after Tiger's Bay Hill win.

Rick Reilly says no way and that Tiger controls everything. More important though, with this column Reilly moves ahead of John Feinstein in the permanent-scowl-from-Steiny race, well-paid writer's division.

My son writes for a big Chicago ad firm. He says every sentence, every word, every syllable is stared at, considered, rewritten, discussed and torn apart. For months. Every conceivable message that one phrase could send to the public is pored over, analyzed and tested. It has to be. If they put out an inadvertent message the client didn't intend, everybody's fired. Don't you watch "Mad Men"?

Oh, they knew what they were doing. And they meant every level you can read into it. Tiger and the creatives and the suits must've looked at all the options, ignored the pesky moral implications and said, "Just do it."

This is Tiger's "I'm back and I never changed and you have to like me anyway." This is his deodorant and he's quite sure we'll all shrug and agree.

Can you imagine how little he thinks of us?