I have to admit that I'm not so blind as to miss the reality that I'm part of the David Beckham hype. Honestly, I cringe a little every time I read another article that mows down MLS and the Galaxy for hyping up Beckham. Because - really, if it wasn't Beckham, would anyone bother to write that article? Every piece talking about how built up Becks is compounds the issue - it actually builds him up more. Newspapers and media outlets around the world which had no idea what MLS was are now taking time out to slam it. It's a twisted kind of progress for the league that was acheived with Beckham's signature. I thought about this in the context of the Women's World Cup. There's really not a lot that U.S. soccer can do to hype up the U.S. women's team. No matter how excellent they are, they can't get coverage in a media outlet unless that's the decision that editors make. U.S. soccer can't force them to write a story. Editors go with what they think will grab people's eyeballs. Beckham does that. He does that even under the tragedy of his injured ankle and knee. There will be shots of him bending over or receiving a phone call that will garner a huge amount of hits. So I was not surprised to get more requests for articles when Beckham came in. I started writing away, trying my best to keep an objective perspective on the entire situation. The hype machine was in effect, and I was a cog. And yet, so are you. No one who has ever read a Beckham article or clicked on a link for him can say otherwise. In fact, there are so many of those out there, that it's their response that mushrooms and triggers more Beckham news. Even focused editiors tend to double check attendences on games, then sigh and get on the phone to ask for another article on Beckham. MLS signed him, sure, but the hyping of Becks was comitted by many beyond the reach of the league. Ultimately, that was driven by readers as well. We're all emeshed in the culpability.