Clay says the W should learn from the fall and rise of professional hockey: "What the NHL has done, and what it seems like the WNBA will do, is to pull back a bit, and spend energy not on spreading the gospel to the masses, but rather focusing on those members of the congregation who haven't yet fully committed to the program....

"For women's basketball... the fan base is drawn from families with young daughters, lesbians and older people... so it makes more sense to try and get more from those disparate (and often conflicting) groups than to chase down market sectors that have so far shown themselves to be impervious."

Clay also takes his usual hard line against expansion, wanting Charlotte and perhaps Houston to resuscitate their fan base and/or move first; if the Storm go to OKC, he wants the Sting in Seattle. If you want to keep the Storm in Seattle, as always, start here.