Open Extended ReactionsFIFA did something earlier this month that's not just foolish, greedy and morally dubious (been there, done that), but also hugely counterproductive to its own interests -- milking the cash cow otherwise known as the FIFA World Cup. They are an integral backdrop to the giant, monthlong-plus reality TV show otherwise known as the World Cup. Counting those I attended as a fan, this will be my ninth World Cup. The men's World Cup is still the only competition that actually makes money for FIFA. FIFA has turned the World Cup into a television-first event, with the stadiums as glitzy studios.