It's true that this one ad isn't going to destroy the mystique of Wrigley. It's more like the collective effect of all the successive times that we've seen "just one ad" be put up in Wrigley will eventually diminish the mystique considerably. It's a slippery slope. An ad here, an ad there, and we always say, it's just one, it's OK if it's tasteful, and before you know it Wrigley is no different from any other park in baseball as a way to sell people crap. On an mostly unrelated note, there's way way way way way too much advertising in pro sports (and college for that matter, at my 10,000 student mid major college alma mater there are no fewer than 5 sponsored half-time and timeout events during the basketball games). The way things are going, all sports will end up like Nascar, with ads every conceivable place from the tiny decals for every piece of the automobile to the ginormous NEXTEL in front of the name of the league. I'm not looking forward to watching the Seattle Windows take on the St. Louis Buds for the Wal-Mart championship trophy in the General Electric World Series, played on beautiful Pepsi field in the spacious Citipark. Everyone always cites the NASCAR example. The fans of NASCAR love the ads. They've basically adopted the advertisers of each driver. It's viewed as a positive, not a negative. I don't think baseball will ever be like NASCAR. But I also don't view advertising as inherently bad, either.