Dallas Mavericks owner and multi-millionaire about town Mark Cuban has a good point. No, really, he does. On his Blog Maverick he points out that with the FCC's "persnickety" enforcement of decency standards, they've become a marketers best friend.

We want as much media coverage of our programming as we can possibly get. You need things to cover. So here is the deal. From our end, we are going to create “Apologevents”.

An Apologevent is where we plan an event that we know we will have to apologize for. The Apologevent will be designed to entice all the “Im shocked by anything” viewers to call their local stations, their newspapers and of course Inside Edition, The Insider, etc to remind them of how inappropriate the Apologevent was and how shocked they are.

In exchange for the story we ask that TV outlets stick to the follow guidelines and schedules .

First, you are going to tease the Apologevent in promotions for your show. Then you will report that you got calls and emails about the Apologevent. If you have extra time to kill, you will have a poll about the Apologevent on your website and you will report the results. Then you will show the Apologevent.

Then you will ask some people on camera what they thought of it. Then you will show the Apologevent again. Of course, we will gladly make the participants available to comment on the Apologevent. Then you will end the coverage of the Apologevent by saying that our network has officially apologized for the Apologevent. We dont know how it happened, but we are looking into it. Then you will add that we are working hard to insure it doesnt happen again.

Then you will be required to do a followup story the next day. The story behind the Apologevent. We will provide you with whatever video and access that you need.

Then 5 days later, or the following Monday, whichever comes first, you will do the aftermath story. This one is completely up to you. If we can help with any of our other celebrities to comment on how it turned out to be no big deal, we are glad to.

On one hand, I completely agree with Cuban (hence the "good point" heading). But on the other hand, I don't agree that since media standards are high, we shouldn't actually have to live up to those standards.

We create media standards that probably 1 pct of the population can actually live up to. I dont know anyone who has melted or exploded from saying or hearing a curse word. In my group of friends I know fewer who have never cursed or honestly think they will never curse again. Heck, I mean hell, even curse words from when I was a kid arent curse words on TV anymore. You can say Hell all you want. When i was a kid, it was H-E-Double Hockey Sticks or out comes the soap. Damn was very, very naughty and disrespectful. Not any more.

Whats even crazier and more hypocritical is that we can use a derivative of any curse word and not have a problem at all. Frickin’... Go for it. F’in. No F’in way.. No problem. You are full of Shinola. Let er rip. FUBAR…Make em figure out what it means. My fave is MOFO…Acronyms are a blast !

I swear. You swear. We all swear. But just because swearing is common doesn't make it a preferable form of communication. Swearing is now pretty much socially acceptable, but why should our standards of decency be equal to the lowest common denominator of behavior? We don't swear in Church. We don't swear at our bosses. We don't swear in front of our grandparents or the first time we meet our significant other's parents. Why should we drop our standards for broadcast television? Why is it so bad for the FCC to require a higher standard of decency? We can't be a society of 12-year old boys forever.

If savvy marketers want to take advantage of the publicity surrounding the breaking of FCC rules, that's fine. That's a great short term strategy. Of course, if all you have to promote is swearing or teasing nudity, that doesn't say much about your product. The odd thing about Americans is that while some of us watch trash like "Inside Edition" or buy the "National Enquirer", at the end of the day what rises to the top over the long haul are programs and performers that truly entertain, rather than just titilate.