But on this show, the explicit adult content wasn't fleeting or unplanned, as executives dishonestly argued in the past. The Disney people wanted a saucy start early in prime time on a Sunday night, and the advertisers got in line to support it -- everyone from McDonald's to Chevrolet to Old Navy.
This is what you do when you're out of talent, folks.
There was one other happy business. Syren Couture put out a press release announcing it made the "elegant but mysterious fetish style mask" Spears wore, and wanted everyone to know they are "the world's premier erotic atelier, renowned for their handcrafted creations of latex rubber and leather."
Is that a nice match for Ronald McDonald, you think?
But this isn't just one bad night. There simply aren't enough people questioning why Rihanna has repeatedly put out a string of please-hurt-me songs over the last two years, two years since she left the violent embrace of Chris Brown, and she still so clearly expresses a desire to be beaten.
Last year, Rihanna also sang in "Rude Boy" that she likes the way "you pull my hair." Big deal, you say? Then try last summer's duet with the rapper Eminem called "Love the Way You Lie." Here Rihanna repeatedly sang, "Just gonna stand there and watch me burn / But that's all right because I like the way it hurts / Just gonna stand there and hear me cry / But that's all right because I love the way you lie."
These songs are not a pose -- or it's all part of an long-running publicity stunt to spur bad-girl "buzz." In March, she told Rolling Stone magazine, "I like to be spanked. Being tied up is fun. I like to keep it spontaneous. Sometimes whips and chains can be overly planned -- you gotta stop, get the whip from the drawer downstairs. I'd rather have him use his hands." She went on to recount for the magazine a wild recent trip to a sex shop in Sydney called the Toolshed, where she left with two full bags of whips, blindfolds and other sex toys.
Whether her affinity for violence is reality or fakery is irrelevant to me. Either way, it's a grotesque violation of her womanhood. And for that, she is given star treatment. For that, she is surrounded by all the trappings of fame and fortune.
What was that about her selfish decision possibly resulting in some young girl getting killed again?