By taking up the cudgels for the FIVB, Menzies is also ignoring cultural issues in sport. If his and the FIVB's prescription is followed, many athletes practising Muslims, for example will be unable to play the game. This makes about as much marketing sense as alienating consumers does. Rather than be subjected to such a gratuitous attack, Volleyball Canada should be commended by its efforts to protect the dignity of women volleyball players. Surely no reasonable person can buy Menzies' argument that what customers really need is a little more thigh here and a bit more cleavage there.
Sport is about much more than that.
Certainly it is not about cashing in its values in order to improve television ratings. You've certainly succeeded. But I suggest that when the marketing arguments are weighed - Menzies commentary falls flat.