I wasn't going to make another post today, but I came across this on the BYU website and had to comment. For starters, this is lame. For a long time the BYU/Utah rivalry was called the Holy War. The main reason for that was because of the whole "BYU is owned by the LDS church" thing, but also because the U has decided to be Sodom and Gomorrah to BYU's Jerusalem. Anyway, the Holy War is a pretty cool name for a rivalry. Now that it's official, it's been sponsored and crapified. I know that they aren't the first to do this - look at the former Big Game (now the Lexus Gauntlet). At the same time, it's still disappointing. In general the auctioning off of everything in sports is a bit out of hand. I don't mind going to a game at the Delta Center or watching something on the Nu Skin Big Screen. At the same time, when Greg Rubell tells me that BYU is driving towards the Zions Bank End Zone and just had the Deseret First First Down, sponsored by Deseret First or the Morgan Diamond Jeweler Diamond Play of the Game, I think that it just went overboard. Once it actually interferes with my enjoyment of the game, you sponsored one too many things. Next up, you'll have a Kentucky Fried Chicken Touchdown, followed by the Taco Bell Extra Point. They'll have the RC Willey Kickoff and the Second Life Second Down. I could go on, but I think you get the picture.