He does it because Boston fans are rabid animals whose lives depend on how well their sports teams are doing. I'd do it too, I'd jack ticket prices every year. I'd get max dollars for jerseys, and I'd sell beer for $10 a bottle and watch the money pour in as long as I put a winner on the ice, on the parquet, on the diamond, or on the gridiron because I know you fools will show up.
Americans (and other countries too) idolize sports stars and celebrities and have made them filthy rich because of it. Their talent has always been there, all they have to do is show up and stay healthy or stay out of jail.
Lionel Messi has something like 70 million followers on Facebook or Twitter or whatever the fock it is. 70 MILLION!!! He's a midget who is really good at dribbling, passing, and scoring goals. That's it. He probably couldn't even spell fiscal cliff nor does he care cuz he makes millions and millions of dollars. 33 million Euros to be exact and wouldn't spit on you or me if we were on fire but we idolize the living crap out of him, he's hounded for autographs, has cameramen follow him everywhere he goes, and women send them their panties in the mail.
As in everything, we overdo it. The owners want more, the players want more, the fans want more, the peanut vendors want more, the janitors want more and on and on and on.
And we watch for entertainment. Want to hear something sick? I do the majority of my sports watching at a STRIP CLUB!! Talk about wanting to be entertained!?!?!? I'm a sick fock.