Today's world of College Sports is now totally infiltrated by, horror of all horrors, Marketing and if we are honest, an influx of 'legitimate' Gambling interest. With the current collegiate generation, they have been raised on endless encouragements to be YouTube Famous, TikTok Famous, FB Famous, and so on and so on and so on. When you hear players talk about what is important for them, the key words you hear now are BRAND or worse yet, MY BRAND. Current Grandparents (Gen X'rs) and Great Grandparents (Boomers) should all be cringing when we hear those words. Somewhere along the line, we missed out on teaching some important lessons, like the benefits of team work to achieve a goal.... the importance of individual achievement that benefits the team as a whole and giving credit to the team when it succeeds, and showing humility when it fails.