It's time the public evaluate Tiger in the context of other misbehaving athletes 
Nike's latest ad with Tiger Woods, coming on the heels of his win at Arnold Palmer's golf tournament Monday. (Photo: AP) Story Highlights - Tiger, back at No. 1 in the rankings, clearly is feeling free to do what he wants
- That includes dating Lindsay Vonn, swearing into the mikes on the course, doing provocative Nike ad
- He seemingly is not worried about being ranked third most disliked athlete by Forbes
Tiger Woods says he's back, and the statistics certainly agree. He's winning again, sometimes even dominating. He's happy on the course. He's happy off the course. His next tournament is the Masters, the major he always is most likely to win.
It would be wrong, however, to say that he has come all the way back to where he once was, to the moment right before his image and his career fell off a cliff in late 2009. Tiger might be No. 1 again on the golf course, but he'll never be No. 1 again in our hearts.
Not that he cares, or that he even should care anymore. It appears that Tiger is finally, completely, being Tiger. He's no longer trying to be something he was not, the good family man and wonderful guy with all the mainstream endorsements. All those companies without a direct association to sports dumped him, and he's probably the better for it. He clearly doesn't miss the money, and he can be who he wants to be, date who he wants to date, and live exactly the way he wants to live.
This, to Tiger Woods, is the ultimate win-win. He spends time with his two children, he's seeing Olympic skiing gold medalist Lindsey Vonn and he's winning again on the golf course. I'm guessing he didn't spend one minute worrying about the recent Forbes poll that rated him third on the list of the nation's most disliked athletes, right behind Lance Armstrong and Manti Te'o. He probably also doesn't care that Dallas research firm Marketing Arm announced that consumers ranked Tiger's truthfulness at 2,735th among about 3,000 celebrities, on a par with Mike Tyson.
Crash-landing into this landscape is a new ad from Nike, the one company that we can be sure will always stand by Tiger. Nike boldly reminded us of just how bullish it is on its client Monday night after his ascension to the world No. 1 ranking by putting out an online ad featuring a picture of Tiger reading a putt, adorned with this quote from him: "Winning takes care of everything."
Leave it to Nike and Tiger to drag us right back to the moment when he ran his SUV into that fire hydrant Thanksgiving weekend of 2009 and triggered the massive public scandal that ended his marriage as well as the respect and adoration of many sports fans, particularly women. Grandmothers who used to plan their Sundays around Tiger's tee time might not appreciate such a dismissive, devil-may-care ad alluding to the ruination of one's family life, but that's vintage Nike, and vintage Tiger too. They are going to do exactly what they want to do, and they really don't care what Grandma thinks anymore, if they ever really did.
Tiger also doesn't much care for being a role model to your kids anymore, if he ever really did. We know this because he continues to swear into open microphones on live television at golf tournaments. He knows exactly what he's doing, and he keeps on doing it. He's much happier that way.
If Tiger is finally being honest with us about who he really is, it's time we became more honest about him and evaluated him in the context of other recent well-known misbehaving sports figures. Rehabilitation by comparison might be a sad commentary on our sports world today, but it's also our reality.
Less than two years after Tiger's self-induced fall from grace came another sports scandal: the terrible case of child rapist Jerry Sandusky at Penn State. Several months later, Armstrong's lies started to unravel. Right after Armstrong's downfall came another awful saga: Oscar Pistorius' fatal shooting of Reeva Steenkamp.
Just like with Tiger, these stories transcended sports and moved right to the front page and the lead of the evening news. It seemed like it was one after another: Tiger, Penn State, Lance, Oscar. But these stories are not at all alike. In this company, Tiger's transgressions don't appear so bad, do they? What he did ruined his marriage and family life, and disappointed and surprised many of his fans and endorsers, but, in the end, that's really his problem, not ours.
We look at Tiger these days with knowing eyes. The unhealthy adulation many showered upon him as some kind of gift to the world, a theme his late father publicly launched in the 1990s, is long gone. We know better now. He's a terrific golfer, nothing more, nothing less.
PHOTOS: All 78 of Tiger Woods' wins 
Tiger Woods has won 77 times on the PGA Tour, five short of the all-time record held by Sam Snead. Here, on June 15, 2008, Woods makes a birdie on the 18th green to force an 18-hole playoff with Rocco Mediate at the U.S. Open at Torrey Pines. Woods won that playoff the next day for his 65th victory and 14th major. Now, take a look back at all 77 of Woods' victories. Gary A. Vasquez, USA TODAY Sports Related story Fullscreen ![Victory No. 1: 1996 Las Vegas Invitational. Oct-3-6, 1996.]()
Victory No. 1: 1996 Las Vegas Invitational. Oct-3-6, 1996. Jack Dempsey, AP Related story Fullscreen ![Victory No. 2: 1996 Walt Disney World/Oldsmobile Classic. Oct. 17-20, 1996.]()
Victory No. 2: 1996 Walt Disney World/Oldsmobile Classic. Oct. 17-20, 1996. Peter Cosgrove, AP Related story Fullscreen ![Victory No. 3: 1997 Mercedes Championship, Carlsbad, Calif. Jan. 9-12, 1997.]()
Victory No. 3: 1997 Mercedes Championship, Carlsbad, Calif. Jan. 9-12, 1997. Kent C. Horner, AP Related story Fullscreen ![Victory No. 4: 1997 Masters at Augusta National. April 10-13, 1997. (Woods gets help with his first green jacket from Nick Faldo. Woods, at 21, set scoring records and won by 12 shots.)]()
Victory No. 4: 1997 Masters at Augusta National. April 10-13, 1997. (Woods gets help with his first green jacket from Nick Faldo. Woods, at 21, set scoring records and won by 12 shots.) USA TODAY Related story Fullscreen ![Victory No. 5: The 1997 Byron Nelson Classic in Irving, Texas. May 15-18, 1997.]()
Victory No. 5: The 1997 Byron Nelson Classic in Irving, Texas. May 15-18, 1997. Ron Heflin, AP Related story Fullscreen ![Victory No. 6: 1997 Motorola Western Open at Cog Hill Golf & Country Club in Lemont, Ill. July 3-6, 1997.]()
Victory No. 6: 1997 Motorola Western Open at Cog Hill Golf & Country Club in Lemont, Ill. July 3-6, 1997. Michael S. Green, AP Related story Fullscreen ![Victory No. 7: The 1998 BellSouth Classic in Duluth, Ga. May 7-10, 1998.]()
Victory No. 7: The 1998 BellSouth Classic in Duluth, Ga. May 7-10, 1998. John Bazemore, AP Related story Fullscreen ![Victory No. 8: 1999 Buick Invitational at Torrey Pines in San Diego. Feb. 11-14, 1999. (Woods, with Corey Pavin, Davis Love III and caddies in the first round on the North Course.)]()
Victory No. 8: 1999 Buick Invitational at Torrey Pines in San Diego. Feb. 11-14, 1999. (Woods, with Corey Pavin, Davis Love III and caddies in the first round on the North Course.) Lenny Ignelzi, AP Related story Fullscreen ![Victory No. 9: 1999 Memorial Tournament at Muirfield Village golf Club in Dublin, Ohio. June 3-6, 1999.]()
Victory No. 9: 1999 Memorial Tournament at Muirfield Village golf Club in Dublin, Ohio. June 3-6, 1999. Jay Laprete, AP Related story Fullscreen ![Victory No. 10: 1999 Motorola Western Open at Cog Hill in Lemont, Ill. July 1-4, 1999.]()
Victory No. 10: 1999 Motorola Western Open at Cog Hill in Lemont, Ill. July 1-4, 1999. Frank Polich, AP Related story Fullscreen ![Victory No. 11: 1999 PGA Championship at Medinah Country Club in Medinah, Ill. Aug. 12-15, 1999. (Woods shakes hands with Sergio Garcia, who chased him to the wire.)]()
Victory No. 11: 1999 PGA Championship at Medinah Country Club in Medinah, Ill. Aug. 12-15, 1999. (Woods shakes hands with Sergio Garcia, who chased him to the wire.) John Zich, AFP Related story Fullscreen ![Victory No. 12: 1999 WGC-NEC Invitational at Firestone Country Club in Akron Ohio. Aug. 26-29, 1999. (Woods and his swing coach at the time, Butch Harmon.)]()
Victory No. 12: 1999 WGC-NEC Invitational at Firestone Country Club in Akron Ohio. Aug. 26-29, 1999. (Woods and his swing coach at the time, Butch Harmon.) Mark Duncan, AP Related story Fullscreen ![Victory No. 13: 1999 National Car Rental Golf Classic at Disney in Lake Buena Vista, Fla. Oct. 21-24, 1999.]()
Victory No. 13: 1999 National Car Rental Golf Classic at Disney in Lake Buena Vista, Fla. Oct. 21-24, 1999. Peter Cosgrove, AP Related story Fullscreen ![Victory No. 14: 1999 Tour Championship at Champions Golf Club in Houston. Oct. 28-31, 1999.]()
Victory No. 14: 1999 Tour Championship at Champions Golf Club in Houston. Oct. 28-31, 1999. David J. Phillip, AP Related story Fullscreen ![Victory No. 15: 1999 WGC-American Express Championship at Valderrama, Spain. Nov. 4-7, 1999.]()
Victory No. 15: 1999 WGC-American Express Championship at Valderrama, Spain. Nov. 4-7, 1999. Eduardo Abad, AP Related story Fullscreen ![Victory No. 16: 2000 Mercedes Championships, Plantation Course in Kapalua, Hawaii. Jan. 6-9, 2000. (Els and Woods both made eagle putts on 18 to force a playoff, which was won by Woods.)]()
Victory No. 16: 2000 Mercedes Championships, Plantation Course in Kapalua, Hawaii. Jan. 6-9, 2000. (Els and Woods both made eagle putts on 18 to force a playoff, which was won by Woods.) Eric Risberg, AP Related story Fullscreen ![Victory No. 17: 2000 Pebble Beach National Pro-Am, Pebble Beach Golf Links, Pebble Beach, Calif. Feb. 3-7, 2000 (Monday finish). (Woods and Clint Eastwood.)]()
Victory No. 17: 2000 Pebble Beach National Pro-Am, Pebble Beach Golf Links, Pebble Beach, Calif. Feb. 3-7, 2000 (Monday finish). (Woods and Clint Eastwood.) BOB GALBRAITH Associated Press Related story Fullscreen ![Victory No. 18: 2000 Bay Hill Invitational in Orlando. March 16-19, 2000.]()
Victory No. 18: 2000 Bay Hill Invitational in Orlando. March 16-19, 2000. Scott Audette, AP Related story Fullscreen ![Victory No. 19: 2000 Memorial Tournament at Muirfield Village Golf Club, Dublin, Ohio. May 25-29, 2000 (Monday finish).]()
Victory No. 19: 2000 Memorial Tournament at Muirfield Village Golf Club, Dublin, Ohio. May 25-29, 2000 (Monday finish). Terry Gilliam, AP Related story Fullscreen ![Victory No. 20: 2000 U.S. Open at Pebble Beach Golf Links, Pebble Beach, Calif. June 15-18, 2000.]()
Victory No. 20: 2000 U.S. Open at Pebble Beach Golf Links, Pebble Beach, Calif. June 15-18, 2000. John Mabanglo, AFP Related story Fullscreen ![Victory No. 21: 2000 British Open at the Old Course at St. Andrews, Scotland. July 20-23, 2000.]()
Victory No. 21: 2000 British Open at the Old Course at St. Andrews, Scotland. July 20-23, 2000. Sam Miller, AP Related story Fullscreen ![Victory No. 22: 2000 PGA Championship at Valhalla Golf Club in Louisville. Aug. 17-20, 2000. (Woods embraces Bob May, who he defeated in a playoff.)]()
Victory No. 22: 2000 PGA Championship at Valhalla Golf Club in Louisville. Aug. 17-20, 2000. (Woods embraces Bob May, who he defeated in a playoff.) Jeff Haynes, AFP Related story Fullscreen ![Victory No. 23: 2000 WGC-NEC Invitational at Firestone Country Club in Akron, Ohio. Aug. 24-27, 2000.]()
Victory No. 23: 2000 WGC-NEC Invitational at Firestone Country Club in Akron, Ohio. Aug. 24-27, 2000. Mark Duncan, AP Related story Fullscreen ![Victory No. 24: 2000 Bell Canadian Open at Glen Abbey in Oakville, Ontario. Sept. 7-10, 2000.]()
Victory No. 24: 2000 Bell Canadian Open at Glen Abbey in Oakville, Ontario. Sept. 7-10, 2000. Frank Gunn, AP Related story Fullscreen ![Victory No. 25: 2001 Bay Hill Invitational in Orlando. March 15-18, 2001. (Woods gets some help from the King.)]()
Victory No. 25: 2001 Bay Hill Invitational in Orlando. March 15-18, 2001. (Woods gets some help from the King.) Scott Audette, AP Related story Fullscreen ![Victory No. 26: 2001 Players Championship at TPC Sawgrass in Ponte Vedra Beach, Fla. March 22-25, 2001.]()
Victory No. 26: 2001 Players Championship at TPC Sawgrass in Ponte Vedra Beach, Fla. March 22-25, 2001. Harry How, Getty Images Related story Fullscreen ![Victory No. 27: 2001 Masters, Augusta National. April 5-8, 2001. (2000 winner Vijay Singh helps Woods into his second green jacket. It was the fourth consecutive major title for Woods, the so-called Tiger Slam.)]()
Victory No. 27: 2001 Masters, Augusta National. April 5-8, 2001. (2000 winner Vijay Singh helps Woods into his second green jacket. It was the fourth consecutive major title for Woods, the so-called Tiger Slam.)
Nike's latest ad with Tiger Woods, coming on the heels of his win at Arnold Palmer's golf tournament Monday. (Photo: AP) Tiger Woods says he's back, and the statistics certainly agree. He's winning again, sometimes even dominating. He's happy on the course. He's happy off the course. His next tournament is the Masters, the major he always is most likely to win. It would be wrong, however, to say that he has come all the way back to where he once was, to the moment right before his image and his career fell off a cliff in late 2009. Tiger might be No. 1 again on the golf course, but he'll never be No. 1 again in our hearts. Not that he cares, or that he even should care anymore. It appears that Tiger is finally, completely, being Tiger. He's no longer trying to be something he was not, the good family man and wonderful guy with all the mainstream endorsements. All those companies without a direct association to sports dumped him, and he's probably the better for it. He clearly doesn't miss the money, and he can be who he wants to be, date who he wants to date, and live exactly the way he wants to live. This, to Tiger Woods, is the ultimate win-win. He spends time with his two children, he's seeing Olympic skiing gold medalist Lindsey Vonn and he's winning again on the golf course. I'm guessing he didn't spend one minute worrying about the recent Forbes poll that rated him third on the list of the nation's most disliked athletes, right behind Lance Armstrong and Manti Te'o. He probably also doesn't care that Dallas research firm Marketing Arm announced that consumers ranked Tiger's truthfulness at 2,735th among about 3,000 celebrities, on a par with Mike Tyson. Crash-landing into this landscape is a new ad from Nike, the one company that we can be sure will always stand by Tiger. Nike boldly reminded us of just how bullish it is on its client Monday night after his ascension to the world No. 1 ranking by putting out an online ad featuring a picture of Tiger reading a putt, adorned with this quote from him: "Winning takes care of everything." Leave it to Nike and Tiger to drag us right back to the moment when he ran his SUV into that fire hydrant Thanksgiving weekend of 2009 and triggered the massive public scandal that ended his marriage as well as the respect and adoration of many sports fans, particularly women. Grandmothers who used to plan their Sundays around Tiger's tee time might not appreciate such a dismissive, devil-may-care ad alluding to the ruination of one's family life, but that's vintage Nike, and vintage Tiger too. They are going to do exactly what they want to do, and they really don't care what Grandma thinks anymore, if they ever really did. Tiger also doesn't much care for being a role model to your kids anymore, if he ever really did. We know this because he continues to swear into open microphones on live television at golf tournaments. He knows exactly what he's doing, and he keeps on doing it. He's much happier that way. If Tiger is finally being honest with us about who he really is, it's time we became more honest about him and evaluated him in the context of other recent well-known misbehaving sports figures. Rehabilitation by comparison might be a sad commentary on our sports world today, but it's also our reality. Less than two years after Tiger's self-induced fall from grace came another sports scandal: the terrible case of child rapist Jerry Sandusky at Penn State. Several months later, Armstrong's lies started to unravel. Right after Armstrong's downfall came another awful saga: Oscar Pistorius' fatal shooting of Reeva Steenkamp. Just like with Tiger, these stories transcended sports and moved right to the front page and the lead of the evening news. It seemed like it was one after another: Tiger, Penn State, Lance, Oscar. But these stories are not at all alike. In this company, Tiger's transgressions don't appear so bad, do they? What he did ruined his marriage and family life, and disappointed and surprised many of his fans and endorsers, but, in the end, that's really his problem, not ours. We look at Tiger these days with knowing eyes. The unhealthy adulation many showered upon him as some kind of gift to the world, a theme his late father publicly launched in the 1990s, is long gone. We know better now. He's a terrific golfer, nothing more, nothing less. PHOTOS: All 78 of Tiger Woods' wins Story Highlights
