Tiger cheats. Tiger's can't change their stripes.

If Elin didn't pound the crap out of him with a driver, she should have. I always thought that the cocky attitude was a mark of supreme confidence based on competence and a rock solid foundation. Turns out he's just another arrogant, deluded, narcissist. It's remarkable how someone can go from being the object of respect and admiration (for those of us foolish enough to buy the sales pitch) to a cheap and tawdry snake oil salesman... who happens to be an awesome golfer. Golf is supposed to be a sport that depends on a code of honor with respect to the rules of the game, which were written by a bunch of guys. If this clown can't keep a promise that he made to his wife, right in front of God and the rest of the world, how can we be sure he hasn't improved his lie a few times when no one was looking. He's a cheater.

Tiger is quite obviously a man of principle. He wishes to rigorously apply them at his convenience. He asks that we buy the pristine image, because he gets paid for that. He asks that we respect his privacy, because his lies to his wife are his business only... and it's gonna cost him a bundle if the pristine image becomes too tarnished. Essentially, as a matter of principle he wants us to respect his right to lead an unprincipled life... and to continue buying all the stuff he endorses. This way he continues to get paid and to get laid, at least in principle.