Now that he's won his fourth-straight NASCAR championship, there's no excuse for any guy familiar with a remote control and the channel ESPN to think only of an ex-football coach with an amazingly bulletproof head of hair when he hears the name "Jimmie Johnson."

Nevertheless, as our friends at With Leather are report, Jimmie's (note the "ie") unprecedented achievement isn't exactly setting the sports world on fire. Weird, because earlier in the decade NASCAR was hailed as the sport of the future thanks to its rapidly rising TV ratings, roster of famous drivers with model wives and all the Budweiser and Pennzoil a human or a car could drink.

Is it a coincidence that NASCAR's much ballyhooed ratings started collapsing right about when Johnson, who can be a bit bland, started his run of domination? Or is it simply a case of the public tiring of a sport in which indistinguishable drivers maneuver indistinguishable cars around indistinguishable tracks? Or, is Jimmie Johnson actually a big star in the sports galaxy, and this is yet another case of the "elite" media not knowing what "real" Americans like?