The U.C.L.A. Bruins are not the only ones gearing up for the 2012 season. The sports media is ramping up, too, and some of the usual hacks and their petty agendas are already game ready. Chris Foster, the chairman of that group, is still annoyed by Coach Mora and the Bruins and is spitting back in the LAT. I won't link to his cruddy article, but he starts off his piece with this jewel.

You can't talk UCLA football without talking USC football.

Umm, sure you can, Chris. We do it here every day, and we aren't paid to cover sports for a major newspaper that once was the home of world class writers like Jim Murray, whose legacy you continue to embarrass. Of course we realize the importance of the rivalry, but we aren't defined by it alone, and we have a lot of other things going on right now. The Bruins have a new head coach, a new staff of assistants, the same lifeless AD, a QB battle, a new offensive style, a promising defense, an 80 yard practice field getting new turf, a new freshman class, crappy uniforms, a preseason camp taking place off campus in San Bernadino, and a million other things that an intelligent and professional reporter could discuss about our program. It was Pac-12 Media Day after all.

But no. With Foster, it has to be about belittling the Bruins and lording *$c over us at every opportunity. Coach Mora wisely didn't take the bait and kept the focus on his own team, speaking about getting his own team prepared and not looking ahead to a game that is over 3 months away.

Mora gave the professional and non-provoking answer to an unprofessional and provocative question. That's what a savvy coach does. Alas, the ever-sensitive Foster still found something offensive in it all.

Still, Mora couldn't seem resist getting a dig in.

"When we get to the game against Southern Cal, we'll worry about Southern Cal," Mora said.

Those at USC would contend that the Bruins don't play "Southern Cal," a nickname that makes the Trojans cringe.

Apparently, it makes alleged professional reporters cringe, too.

Looks like someone is already in mid-season form.