Sid The Kid

I am puzzled by Sidney Crosby's recent refusal to go on to the Tonight Show with David  Letterman.  NHL is suffering in the ratings, hockey just had a tremendous increase in interest, and Crosby is the NHL's most popular player, yet he refuses to promote the sport or the NHL.  Either Crosby cares neither about money or the NHL, or has no understanding of business.  This is the second time he has refused to go onto the Tonight Show.  Maybe he prefers Leno.  The NHL has momentum from the Olympics, but how long will it last?  I am left pondering whether Crosby will save the NHL or whether his media shy personality will destroy any hopes it has of returning as one of the big four.