The key Tiger question: Do you believe him?

In fact, it's a Tiger issue.
More than 12 years after he won his first major, a decade into his tenure as the world's richest and most recognizable athlete, the public his global audience of would-be consumers has no real idea.

Who is Tiger Woods?
What does he stand for?
You don't know. The sportswriters don't know. It's even money Tiger knows. He's an industry as much as he is a person.

In other words, there's the image and the real man. Any attempt to reconcile the two was cynically thwarted this Thanksgiving weekend when Woods refused to speak to police not once, not twice, but three times regarding the events of early Friday morning when he smashed up his SUV, an incident that he admits via statement "is my fault, and ... obviously embarrassing to my family."

If that's the case, then he should attend the Chevron World Challenge, an event to benefit his own foundation this week at the Sherwood Country Club in Sherman Oaks, Calif. He should answer the questions as best he can (hey, at least have the stones that A-Rod had), and be done with it. Unless, of course, he has something to hide.

"I would ... ask for some understanding," he wrote in his statement. "My family and I deserve some privacy no matter how intrusive some people can be."

Not to be outdone, the deep thinking-humanitarians at Nike, primary corporate sponsor for a man who takes home a reported $100 million in annual endorsement income, put out this precious plea for sensitivity: "We respect Tiger's request for privacy and our thoughts are with Tiger and his family at this time."

But before you lay it off on the National Enquirer and TMZ both of which are habitually correct in stories like these a recitation of the facts is in order:

On Tuesday, the Enquirer published a story detailing Woods' alleged affair with a New York party girl, who has since hired Gloria Allred (a damning, de facto admission of guilt, if you ask me). Then TMZ jumped in. Next, at 2:25 am Friday, just hours after turkey dinner, Woods crashed into a hydrant and a tree outside his home in a gated Florida community. It's been reported that his wife used a golf club to smash the back window and get him out. Upon emerging from the Escalade, Woods was incoherent. He had lacerations to his lips, blood in his mouth, scratches on his face.

Only for the sake of argument, let me concede that you or I may have done worse. Still, let me ask, this sound like an innocent guy?

Take the worst-case scenario: He cheated on his old lady, got busted, wrecked the car. Doesn't mean he's beyond redemption. Doesn't even mean he's a bad guy. But, really now, do you believe him? Do you know anyone who does?

That's the issue, not privacy. Tiger Woods isn't J.D. Salinger. He's the personification of corporate interests: the guy who wants you to buy his soft drink, his haberdashery, his shoes and his golf clubs. He's selling you and your kids an image, and consumers are entitled to know how true or counterfeit that image is.

"... the many false, unfounded rumors that are currently circulating about my family and me are irresponsible," he said.

If that's the case, then he should sue the National Enquirer instead of dispensing platitudes like: "I'm human and I'm not perfect."

Really? This from a guy whose Nike slogan has kids the world over saying, "I am Tiger Woods."

I understand that people might not care if he's messing around or incoherently cracking up his Escalade. In all likelihood, they do care, but not enough to stop buying his paraphernalia. Still, in the interest of full disclosure, they're entitled to know. Let the market decide. Truth in advertising is a bitch. But in this age of public confession, why should Tiger Woods be exempt from the rules?

Meanwhile, his lawyers and advisors say he has no legal obligation to speak with police. That may be the case. But it doesn't do much to humanize their client.

I am Tiger Woods.
Please. Nobody's Tiger Woods. How many guys you know can tell the cops to go to hell three days in a row?