Rumor has it that Tiger Woods is offering his wife, Elin Nordegren, the mother of their two children, $5 million if she agrees to stay with him for two more years and an additional $55 million top up for her prenuptial agreement.

Tiger’s trying to compensate for his promiscuity. But what can money buy? Already wealthy, it will be interesting to see what decisions Ms. Nordegren makes.

What’s more interesting is why public figures feel immunity from their indiscretions – it’s not like the world won’t find out and react both quickly and harshly. These men are cocky and feel privileged enough to believe they won’t get caught and if they do the consequences of infidelity won’t strike.

Once infidelity becomes common knowledge, these men are audacious enough to feel they are entitled to privacy, along with everything else, including endorsements.

Product endorsements are a significant part of a celebrity’s fortune, built on the back of public support – they come with the caveat that the celebrity abides to a pre-established code of ethics. Public image is key to the success of the product.

If a celebrity takes the money, the expectation of personal standards is set forth; if they can’t live up to it, endorsements usually disintegrate.

We have expectations that are built up over a period of time. We’re sold something beyond the material. Something that has meaning and is timeless. Something that represents integrity and trust. Shatter the image, shatter the public confidence.

Cheating is prevalent in our society. How much is the subject of debate. One thing is clear though. Infidelity is less acceptable from those we view as role models.

How Tiger Woods manages his public image will have a major impact on endorsements and even on his golf career.  How he manages his personal life and how Ms. Nordegren responds is anyone’s guess.

Whatever decisions he makes the public is involved and will be watching carefully.