IMHO, if Rush Limbaugh’s bid to buy the St. Louis Rams is found to be the best bid, then he and his group should buy the franchise.

I find Rush politically odious, and if I were unfortunate enough to know him I would probably also find him personally odious. But he is not so beyond the pale as to be denied the ability to buy an NFL franchise.

If he follows through on his arguably racist comments and doesn’t hire many African-American players, or African-American players refuse to play for him because of his politics, then the St. Louis Rams will suffer (perhaps even more than they’re suffering already) and Limbaugh and his investors will lose lots of money.

And that would be the biggest punishment of all for Rush Limbaugh.

But I suspect that Limbaugh is commercially canny enough that he would not let bigotry get in the way of making money. After all, he is using bigotry right now to make boatloads of money from the adulation of his dittoheads. I suspect that underneath his bluster Rush Limbaugh is nothing more than a cynical, commercially-shrewd operator, and if so, I would suspect that the St. Louis Rams would do well for the people he would hire to manage and coach them.