Few could have begrudged Shaun White the spotlight after the 23-year-old U.S. snowboarder had creamed the opposition at the Vancouver Winter Olympics and proved once again that he's a Double McTwist 1260 (a two-flip, three-and-a-half spin chiropractor's nightmare) above the rest of the halfpipe world.

But why waste any time, let alone 15 minutes of fame, on Japan's current enfant terrible Kazuhiro Kokubo?

With a camera in his face, Kokubo of course duly struck his supermacho, I-don't-give-a-s!*t pose, played with his hair and pouted that he was happy he'd been able to show his style by coming in eighth.

Well, perhaps it's time for Kokubo to change his style, straighten his tie, tuck in his shirt and learn from someone who is obviously so much better in so many ways.