College football coaches have turned into unscripted WWE superstars, and it's the reason the SEC is destroying the Big Ten right now. George Wrighster breaks down the attention economy, the GW Top 25, the Week 4 watch list and three full game breakdowns.

Lane Kiffin, Curt Cignetti and Deion Sanders all understand the attention economy, and why promos live forever when you lose. And why the SEC is crushing the Big Ten in visibility, and IU, USC, Nebraska and Penn State aren’t helping the Big Ten.

NIL squashed teams stock piling talent which means coaching has never been more important, and the SEC is finally hiring innovators and not just recruiters.

The AP Poll is out, and George has some issues with it.

The full Week 4 watch list:

Oregon at USC

Northwestern at Indiana

Texas A&M at LSU

West Virginia at Oklahoma State

Ole Miss at Florida

Iowa at Michigan

Nebraska at Michigan State

Oklahoma at Georgia

UCLA at Maryland

Texas at Tennessee

Colorado at Baylor

Plus, full five-keys breakdowns for Oregon at USC, Texas at Tennessee and Iowa at Michigan.

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College Football Week 3 Reaction. Lane Kiffin's return to Oxford went completely wrong, Kentucky pulled off the biggest upset of the day at Kyle Field, and George Wrighster breaks down every game that mattered.

• LSU at Ole Miss: Lane Kiffin's homecoming, Trinidad Chambliss and the Ole Miss Rebels controlling it from the start, and what this does to LSU football's season
• Kentucky 31, Texas A&M 21: the Kentucky Wildcats walking into Kyle Field as a road underdog and beating No. 9 Texas A&M football, with Kenny Minchey in his first SEC road start and CJ Baxter behind the Big Blue Wall
• Florida State at Alabama: Keelon Russell going 23 of 30 for 320 yards and three touchdowns with a 57-yard touchdown run, the Alabama Crimson Tide surviving the upset alert, and what another loss does to Mike Norvell with no athletic director in place
• Louisville 41, SMU 31: the Louisville Cardinals outlasting the SMU Mustangs in a shootout, Lincoln Kienholz continuing his run, and what it means for the ACC race
• Clemson 28, North Carolina 20: Dabo Swinney's Clemson Tigers rallying in Chapel Hill, and what North Carolina football looked like in the middle of the Bill Belichick chaos
• Oregon 84, Portland State 0: why an 84-point shutout doesn't answer a single question the Oklahoma State loss raised about the Oregon Ducks
• USC at Rutgers and what it says about the USC Trojans on the road under Lincoln Riley
• NC State's disastrous result against Vanderbilt and where that program goes from here
• What Week 3 tells us about the College Football Playoff (CFP) picture, and which teams are real

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Miami Hurricanes are moving back to Nike and Kirk Herbstreit had an interesting response that had people wondering...did he get hacked? Plus, The hidden reason this is huge for Nike, including the 2000 Oregon Ducks team meeting where George asked Phil Knight why Oregon didn't have the most uniform combinations, and Tinker Hatfield agreeing that Miami did. Why Nike's demise has been greatly exaggerated, and the real reason Nike went after Miami.

The Athletic released its roster spending graphic, and the single word doing all the heavy lifting: estimated. And, why George wants a hard salary cap with unlimited NIL, and the difference between NIL value and pay-for-play value explained through Aaron Donald. Plus, spending questions for Nebraska, Rutgers, Iowa, Vanderbilt and Florida State

Sam Leavitt listed as doubtful for LSU, why the line only moved one point, what lying on an SEC injury report actually costs. And, why the real damage lands on a quarterback's NFL draft stock. The latest chaos around LSU football and Ole Miss football, including the governor of Louisiana talking trash and the reported details from the new Lane Kiffin book

A radical idea to fix the bowl system: move bowl sponsors onto College Football Playoff rounds and regular-season games, the way FIFA handles stadium naming.

Arch Manning apologizing for the impact of the Holly Rowe meme, and why the distinction between apologizing for the joke and apologizing for the impact actually matters. Plus, the dumpster fire at UNC is only getting worse

Plus, 5 games of the week: Michigan State at Notre Dame, West Virginia vs. Virginia, Virginia Tech at Maryland, Colorado at Northwestern, and LSU at Ole Miss

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