Jag68Vlady27 said:hbk,
it matters somewhat how Crosby develops, because if he stops producing then the whole marketing tool will be seriously diminished. That said, I agree with most of your post. Crosby doesn't have to become the next Gretzky in order to make a HUGE, huge impact on the NHL. If he even comes slightly close to Gretzky-like status on the ice, he could easily become the next Gretzky off the ice. Let's not forget that Gretzky became a household name BEFORE moving to L.A in the 1980s. If a hockey talent playing in Edmonton can become a household figure in the sports world down in the States, then a Crosby could do the same in places like Nashville, Florida, Phoenix or wherever. This is not a slight on Edmonton in the least, it's just a statement of fact. Technology and media being what they are today, it wouldn't take very long for a Crosby to become a huge marketing tool to the league--NO MATTER WHERE HE PLAYS.
From Bettman's perspective though at the very least Crosby deflects the bad publicity and is a face to the new NHL. If he may fall on his face a la Alexander Daigle (I'm not a believer of this statement) but even if that does happen by that time the league may have upward momentum on tv ratings and attendance. Hopefully, the spark of interest that Crosby would provide is carried forward with positive feedback from rule changes and increased scoring and flow of the game. Even viewed as a short-term ploy, it is still extremely good for the league.