Well, if they give away his position, chances are he'll just take another one in short order, or he'll have already done significant damage anyway. Tool of the media? Hardly. I think the media has become a tool of his, and much deservedly so. Publicity is good! I think the outreaching he and others are doing is nothing but for the best...we need more and more of it.
Any sport needs its heroes, particularly one trying to make big breaks into the public mind. Sports that don't have front figures lose out to ones that do. Golf has a strong identity right now via Woods, Garcia, Mickelson, etc. fighting it out and is prospering from it. Tennis has had Bijorn Borg, John McEnroe, Jimmy Connors, Andre Agassi and the like and has gotten its due attention the same way. Big names with big talent and big matches between them make news. Boxing is down a bit because it doesn't have big names going head to head. Triple Crown racing has slumped as well. We, on the other hand, have Xball, PSP, and the Millenium Series. If we headline the names, we should make big sales, dontcha think? Strong identity is a must.