Sex sells women's sports

And now we're hearing about how they're trying to market tennis phenom Maria Sharapova with an emphasis on her obvious appeal to members of the opposite sex.
(Read: to, ahem, those of us in the, you know, chauvinist-pig set.)

Here's an idea: Why not just put the focus on the fact that the 17-year-old can play the game? Because one, it's creepy as Hades that anybody would rightly try to push a teen as a sex kitten for the purposes of trying to put butts in seats.
Particularly given that there are laws regarding that sort of thing.
And two, when was it that we just up and decided that women's sports needs the extra boost that a slice of cheesecake can offer?
And that they won't survive without it?

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