It doesn't matter that Sherman's adrenaline fueled interview reply was partly because of lingering issues between he and Crabtree. What really matters is that Sherman is amassing an incredible amount of publicity because of it. That much of the publicity is negative matters not a whit. What Sherman did, intentionally or not, was "build his brand," and that has both tangible and intangible value for a celebrity. Sherman was like second in his high school class and is a Stanford grad. He is smart. Taking advantage of any opportunity to build his brand will serve him well.