for one la plays DC United tommorow not dallas, its a sellout and 47,000 tickets have been sold, so they hype actually has some wind behind it... he also sold 300,000 kits in the first week... something like 24 million in sales.. so to say they dont have a clue when beckham mania is definatley going in the states, is probably a bit harsh... seems like they have a good idea of the pulse thats going on around becks right now, he is very popular in the worlds biggest untapped football market... which also happens to be the worlds biggest market, period... they would be idiots not to add to the hype and try in cash in on becks mania, its a business my friend, there here to make money