Apparently the owners of the Fleet Center in Boston, the Delaware North Corporation (also the proprietors of the Boston Bruins, and truly one of the worst outfits in all of sports ownership) put up for auction on ebay daily naming rights for the arena, while they search for a permanent sponsor to replace the bank. One of the winners? A Yankees fan who spent $2K+ to name the place the "Derek Jeter Center". The executives who hatched this scheme are apparently trying to dissuade him from using the moniker. But how naive are these Delaware North execs? How can they put the naming rights up for auction on ebay and not expect some complete bozo to take them down? This is the website where someone spent 28K on a grilled cheese sandwich with an image of the Virgin Mary on it. So Jeter is worth about 1/14th of a couple of pieces of decades-old cheese and bread, which sounds about right. I say let him name it what he wants – Delaware North should know that on ebay it’s both buyer and seller beware!