As is the case when ever we enter a ratings sweeps period, the industry trades must make good on their names and deliver to us a rationale for why broadcasters and advertisers continue to let Nielsen convince them there are X number of people watching their crappy programming, and that they should base their ad rates on this questionable data.

Today it's Mediaweek's A.J. Frutkin who gets a turn at bat.

We get a brief history of sweeps controversy (advertisers complained about outlandish ratings stunts during sweeps; broadcasters replied with ratings stunts encompassed in regular programming), reasoning for their continued use (local people meters are only in 10 markets), and what, if anything, is accomplished during these sprints for numbers (little, beside bragging rights).

And then there's the approach by MediaPost's Wayne Friedman: A play-by-play of the first night's action – ABC lobbed up Grey's Anatomy, CBS fired back with CSI, ABC defended with Ugly Betty, NBC warmed the bench, and the CW rubbed NBC's feet – with a declaration of a winner: ABC.

Now that is how we like to see this game played. And narrated.