Olympic curling controversy might not be such bad publicity, after all

By WILL GRAVES, Associated Press

CORTINA D’AMPEZZO, Italy (AP) — The world of curling has spent decades trying to figure out a way to raise its profile beyond the “once-every-four-years” curiosity it becomes during the Winter Olympics.

Turns out, all it took was a graze of a finger on a 40ish-pound piece of granite, an allegation caught on camera followed by an impassioned expletive-laden response.

Social media and the white-hot spotlight that only the Games provide did the rest.