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USA Today published a story this week on the so-called "steroid crackdown" that began with WWE's suspensions last week of 11 contracted performers. The story began:

"For more than a decade, World Wrestling Entertainment and other organizations seemingly looked the other way as their professional wrestlers died young. At least 65 wrestlers 45 or younger died from ailments linked to steroids, illegal drugs and devastating injuries, with little action from governing bodies such as the WWE. So observers were stunned last week by the WWE's suspension of 11 grapplers for violations of a policy that tests for steroids and other drugs. It is the most sweeping action taken by the largest and most profitable wrestling organization in the world. Although none of the offenders was named, critics of the industry hoped it signaled a crackdown on the use of illegal drugs. Others aren't so sure."

WWE spokesman Gary Davis was quotes as follows: "There are consequences to breaking the rules," the WWE's Gary Davis says. The WWE's wellness policy, which started last year, requires testing at least four times a year for steroids and other drugs. Wrestlers face a 30-day suspension without pay for a first violation, 60 days for a second violation and firing for a third violation. (Previously, suspended wrestlers were fined but allowed to appear on wrestling TV programs; now they are barred from TV appearances, Davis says.)

KELLER ANALYSIS: This story is being interpretted all wrong by the mainstream media. There is no steroid crackdown in WWE. WWE suspended these performers because they purchased drugs online. They had to suspend them because their policy prohits wrestlers from purchasing drugs - even valid, legal, non-banned drugs - from online pharmacies. WWE suspended these wrestlers because major media outlets such as ESPN, Sports Illustrated, and the New York Daily News knew about it. As did the government agency investigating Signature Pharmacy's customer database. This was not some magnanimous, meaningful move by WWE. They did the bare minimum that they had to do according to their very own policy - and not a tiny bit more. It would have been a significant story had WWE not suspended these wrestlers, but it's hardly a "crackdown" that they did. What's newsworthy, and the media is completely missing, is that these wrestlers purchased banned drugs and weren't caught with them in their system by WWE's Wellness Policy. Only one of 11 wrestlers had been suspended before. The others were all first offenses. Did wrestlers buy drugs and not use them? If they used them, how come they weren't caught by the testing? WWE should be issuing statements about amping up the policy because this is a strong indication it's not working. Or, as Rep. Cliff Stearns said, "not worth a flip."

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