Sean Avery and the NHL

Diane,
With all that's going on, I don't know why I'd want to write about Sean Avery, but I do. If you didn't know, a few days ago Avery got in front of cameras in Calgary and disparaged his ex-girlfriend, Elisha Cuthbert, and her new boyfriend, Flames' Defenseman Dion Phaneuf with these comments:
"I just want to comment on how it's become like a common thing in the NHL for guys to fall in love with my Sloppy Seconds. I don't know what that's about, but enjoy the game tonight."
It was crude, ill-timed, and not at all funny. Gary Bettman has suspended him indefinitely, possibly ending Avery's career over these comments. The move has been universally applauded, but I'm finding it to be another missed opportunity by the NHL.
For people who love hockey, it's the game that draws them in. They know the players, they love the tradition and nuances of the game itself. But in the Southern US, where Gary Bettman has always attempted to cultivate a following, Professional Hockey is either a forgotten giant, or a novelty for the masses to gawk at on occasion. For people who have never bothered to watch hockey, the perception of the NHL is that it is filled with burley goons that beat the holy hell out of each other, followed by short periods of time where players try and get a tiny black thing into a net. This is something that will never change unless people tune in for themselves. This is where Avery fits in.
Sean Avery is an Asshole. There's no denying that. But he is also a gifted hockey player that has crossover appeal. He's dated Actresses; He's Dated Supermodels; He has interned for 'Vogue'; He's a tabloid favorite. His comments and actions are horrendous and idiotic, but when ESPN bothers to cover an NHL story, it's not the game; it's something tawdry that will get non-NHL fans to momentarily take notice.
Months ago, Avery made some comments about Jarome Iginla and the NHL he said "the NHL does a terrible job of marketing" by not promoting its "villains," and that "nobody cares about Jarome Iginla and guys like that, they're just not exciting enough." He's right. Everybody loves to hate someone and they will tune in to see them get beaten. Not having Avery on the ice prevents the NHL from capitalizing on the infamy. Getting those rubberneckers to watch a game for Avery's antics allows the NHL an opportunity to bring in new fans. It gets people to cheer AGAINST whatever he is and sets a relationship with other players and teams.
Distractions may not be good for the locker room, but it makes for ratings gold. Bettman needs to wake up and realize that people need a reason to be drawn to hockey before they become fans. Sean Avery is a horrible person, but a great marketing tool.