Mark Emmert is currently blowing up all over the internet. From this vicious piece in USA today, the OTL segment on ESPN, and various other media outlets blasting his press conference today. But this collection of tweets makes it obvious that Emmert has made one of the classic blunders. The first of which is never get involved in a land war in Asia, but only slightly less well known is never get snarky with the press. Every single member of the media that was at that press conference now views Emmert as an irascible, unpleasant, defensive, and uncooperative jerk, basically because he made some odd snide comments. And even more dangerously, the gist of the most inappropriate of those comments made it painfully obvious that not only is he reading all of the bad press about himself, but he actually cares about it. By acknowledging this fact, all he has done is empowered the press to keep digging, keep picking, and keep needling him to get a reaction. Some journalists write to entertain or inform, but journalists also like to think that they can write stories that can bring about a change. A year ago they were writing trying to get Penn State football shut down. Now they are writing to try and get Mark Emmert fired.