I wish the NHL was popular enough where people like Datsyuk and Lidstrom could land national sponsorships and be interviewed on national radio. But it is simply not there yet. The great unwashed would rather cheer for gangster stars that hit there wives than care about a star who's name sounds funny. Most hardcore Penguin fans, including me, would like it better if the national media spread the coverage around a bit. Sid would take take far less crap if he wasn't exposed as much as he is. Saying that, as hardcore NHL fans like we are, we need to just suck it up and let the NHL marketing do it's job so that one day, people like Datsyuk and Lidstrom will get the exposure that they deserve.