James signed a multi-year deal with McDonalds today, no doubt making him that much less able to spend all his money than he was yesterday. Don't get me wrong - I'm not against people getting filthy rich, and I would not apologize if it happened to me. I'm not even against (well, not strongly so) an out-of-work actor getting $100 K to do a McDonalds commercial - if the dude needs the money. But why on earth is it cool for James - who does not need the money - to put his considerable talents, charisma and popularity behind a brand that's causing contributing to heart disease, cancer and diabetes at epidemic rates (and also contributing heavily to our health care crisis)?

It's a joke that our media gets so indignant over Tiger Woods banging half the skanks in the Western Hemisphere, but LeBron endorsing McDonalds is just business as usual. Think of the children for whom Woods is role model! But Tiger's not being paid to cheat on his wife. And he's sure as hell not endorsing it and no doubt would rather the whole matter had been kept private. But LeBron is being paid to publicly encourage little kids and adults alike to fatten themselves up with processed junk food supplied by factory farms which destroy the environment and make Mike Vick's dog-fighting ring seem like summer camp in terms of animal cruelty.

It's a free country, so LeBron is allowed to be a dirtbag. And people (even when they're not drunk, and it's not the only option) should be allowed to eat at McDonalds if they so choose. But that doesn't mean players shouldn't be called out for endorsing it. GIve me 100 Tiger Woods' for every athlete that tells kids to eat that crap, and I guarantee we'd be 100 times better off as a society.