For those of you not familiar with it, in March, 2006 CowherdItSomewhereElseFirst "borrowed" one of our bits, read it on his radio show without attribution, then wouldn't give credit when he was called out on his act of douchebaggery.
At the time, the story actually became pretty big news in the sports blogosphere as bloggers rallied to our defense and some in journalism quarters noted it due to the ethical questions Cowherd's actions raised.
In any event, since I had not read the book, Craig was kind enough to send us the excerpt:
COLIN COWHERD: "That 'end zone' thing was really just nothing. That was more Internet babble. I read something that somebody sent to me anonymously. I’d never seen it before. I just said, 'This is funny,' and then we read it on the air. We didn’t know who it was. And then we got a bunch of people e-mailing us and killing us for it, and after a while I e-mailed back to somebody and said, 'Come on, dude. Get over it. We get it. We made a mistake.' And then I wanted to apologize, and the company said, hey, they wanted to review the situation. ESPN’s an aircraft carrier, not a sailboat. Our turning radius is pretty slow; when controversy happens, it takes twenty-four or thirty-six hours to get everybody huddled, listen to the tape, see what they think. So I would have apologized immediately but management said, 'Stay away from it for twenty-four hours, then we’ll address it.' And I did. But that was nothing."
Shales, Tom (2011). Those Guys Have All the Fun: Inside the World of ESPN (p. 620). Little, Brown and Company. Kindle Edition.