If you doubt it, consider the grand barnstorming tour in July, when Scott and the league’s football coaches will meet in New York with major media outlets. The next day, they’ll roadtrip to Bristol, Conn., home of ESPN, for more interviews and exposure.

Then they’ll fly together on a charter (you think Rick Neuheisel and Lane Kiffin trapped together at 30,000 feet could be entertaining?) to Los Angeles for the traditional media day gathering.

The purpose, of course, is to build the Pac-10 brand. And to combat that nebulous East Coast bias. And in the grand scheme of things, the P.R. blitz isn’t a big deal.