This World Cup Is Messy. Watch It Anyway.

I'm Caleb Bissinger and this is the next big idea. Today, Olay, Olay, Olay, Olay. Oof. I've got a ritual on Saturday mornings. I get up, make a cup of coffee with my aero press, and then I sit down to read the Financial Times, the actual paper, which miraculously you can get delivered even in my little New England city.

Last weekend, there was a story by Simon Cooper that I don't want to say it stopped me in my tracks, that's a little too dramatic. But Simon got at something that's been nagging me. Why aren't people, myself included, more pumped about the World Cup? The World Cup is here, and it's been a bit of a disaster so far from terrible stadiums which you cannot walk to, stop asking, band fans, and a general global lack of enthusiasm. The World Cup is expected to bring millions of visitors to the US.

But just days before kickoff, many hotels still have plenty of rooms to fill. The World Cup is the biggest sports event in the world, but I think this one is going to be horribly political. Controversy is growing over a Somali referee denied entry to the US for the World Cup. FIFA is facing calls to answer questions now after allegations of artificially inflating prices and misleading fans over the sale of tickets for the upcoming World Cup.

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