World Cup schill of the now.

Yahoo sports writer Martin Rogers speculates the financial worth of Landon Donavon's injury time goal against Algeria. “It only took a couple of seconds, but it changed Donovan’s life forever,” he quotes a sports economist. He might as well be quoting from Nike's "Write the future" campaign.

Indeed, one has to wonder if Martin hasn't been sponsored by Nike to provide the editorial content part of their campaign. Maybe not, but his post does leave a putrid after taste if you're a big believer in the purity of sports. To breakdown a classically thrilling World Cup moment into its financial implication seems incredibly cynical coming from a so-called sports writer.

Perhaps Mr. Rogers will be shocked to learn that the joyous eruption of celebration from American fans from Bloemfontein to Boston when Donavon scored had absolutely nothing to do with the potential millions that may come his way.

No doubt as we speak he's calculating the millions of euros in revenue lost by the members of the French and Italian soccer teams.