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Exactly why he figures tattoos are bad for his latest venture is anyone’s guess. Attitudes have shifted. The few people from Richardson’s generation sporting them likely got them while serving in the military or in prison. But the numbers jump to nearly 30 percent in the generation after his, and nearly 40 percent by the time you drill down into that desirable 18-25 demographic the league is always chasing.

One thing Richardson must have learned, but appears to have forgotten, is that the customer is always right.

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Jim Litke is a national sports columnist for The Associated Press. Write to him at jlitke(at)ap.org. Follow him at: http:twitter.com/JimLitke.