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Originally Posted by KSig RC
Yes. The dude who built his reputation on cut-throat tactics both on the course and off (no loyalty to teachers, friends, etc.), petulance, throwing clubs, swearing, berating photographers on the course, and generally being ice-cold on the course certainly built his empire on being "squeaky clean."
Also, people aren't enjoying seeing him become "human" - it's pure schadenfreude, they're enjoying reveling in watching someone fall off what they perceive to be a "high horse" rightly or wrongly.
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While Tiger Woods is famous for golf and the vast majority of people know him as a golfer, the vast majority of people aren't watching golf. So, NO they don't know about this behavior because a lot of it is semi-private and on the golf course (which again many aren't watching). And it is that body of "many people" that companies and marketers are seeking to reach. And yes, he comes of as pretty wholesome, family oriented, driven, etc. And he uses that to his advantage, despite some instances of otherwise.
As for your second point, 6 of one half-dozen of the other. It's pretty much the same thing.