Ten years after the World Golf Village opened with fireworks, lavish parties and attendance projections that have since fallen short of expectations, the question lingers.

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Are golfers athletes? When you think of hockey or football, you think of massive men decked out in tons of equipment, getting sweaty and aggressive in the name of their respective sports.

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Where stars end and products and pitches begin has grown less and less discernible in the era of the human billboard.

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GRAHAM Fish (81 handicap) won a medal tournament at Lutterworth GC, but only after a tie with Gareth Pomfrett (15) on 65 net. (19/06/2008)

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Head covers are no longer placed on drivers and 3-woods to prevent damage. They make statements.

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A cafe in Farmington Hills is doing it. So is a hotel in Sterling Heights, a carmaker, an awning seller and a national golf club company. Even the American Red Cross is getting in on today’s hottest giveaway gig — free gasoline.

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