Celebrity endorsement is a magic bullet, but it is a tough catch-22. Celebrities don't want to be associated with something seen as lame else they become lame by association. But an A-List Musician, Actor or Comedian would really help things out. Lady Gaga coming to the 2010 Olympic Gala if Weir was in it, was a prime example of a major lost opportunity. Regardless of what you change in the Ice shows or competitions, you still have to get people in the door. Hyping the sport as tough, although true, is a no-sale. Acceptance of this reality, is holding things back and making things worse.