the lunacy rating has just risen...
cbs would rather not be able to show the final at all? just bc the ratings might not be as high as the last few years doesn't mean that they wouldn't like to have coverage...
CBS doesn't like high ratings, CBS likes high money.
And you know what? they have already sold the ads for the final, if the final gets washed out CBS will have to return that money, plus, they will have it very difficult next year to sell a space, and will have to drop the price, with or without Williams.
They also love to extend coverage not covered by ads revenue.
Yes, I am sure they can't stop laughing, only USA Network is laughing louder.
Actually although CBS has technically sold the space, it does not necessarily have to be a women's final. They can put in a favourite male player, say Agassi or Roddick if at all they are popular. All they have to do is ensure eyeballs/ratings, otherwise they wont get paid. Up until the play has taken place, no money has exchanged hands!