See, my question in all of this is that I understand the motivation between creating an association your number and you... but how does it get to the point where than number replaces your name to denote you? Hard to articulate this, but what I'm trying to say is even though everyone knows '99' is Wayne Gretzky (can't be more successful at branding your number), Wayne Greztky is still what refers to the actual person. How do you get that mixed up.
And yeah, I love most of his antics (i.e. cheerleader proposal touchdown celebration), but this one is just baffling.
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