With NASCAR set to resume its NFL-type assault upon the American sporting world with Saturday's qualifying for the season-opening Daytona 500 at Daytona International Speedway, many casual fans will again raise a major question. Why does Jeff Gordon evoke both love and hate from NASCAR's legions?

It's a question that has been debated almost as long as Gordon has been running -- and winning -- in NASCAR.

	Jeff Gordon has uncorked a lot of celebratory champagne bottles over the past years.

His winning percentage -- which is close to one win for every five races he's run -- puts him in the Tiger Woods performance strata. His success surpasses that of the New York Yankees. Pure and simple, Gordon is the guy you have to beat if you want to enjoy success in NASCAR.

We Americans seldom suffer domination without rooting for someone to end it. The Super Bowl success of upstart New England is a perfect example.

After reading, watching and listening to all the hoopla surrounding the St. Louis Rams and their heralded "Greatest Show on Turf," many of us were ready for the upset. The Rams were not a dynasty. They were just considered the best NFL team this season and as such, had a giant target painted on their backs.

The Gordon factor is dynamically different. When Gordon wins, he does it with minimal effort. His G.Q. style and "awesome" references rub some as too polished and not very passionate.

It's why we obsess over times when Gordon tangles with Tony Stewart or gets rattled by Robby Gordon. We want our heroes to have a dark side. We don't necessarily want to see it all the time, but we do want some Curt Schilling to go with our Derek Jeter.

Gordon insists he is going to fight back more this season.

"If guys want to mix it up, bring it on," Gordon said. "I'm ready."

A little bump-and-run -- a la Dale Earnhardt -- would win Gordon some fans. A little of Stewart's in-your-face attitude would do likewise. It is hard to embrace a driver who wrestles a 3,600-pound car and says his favorite pastime is bowling.

NASCAR fans want hunting and fishing. They want a "tough customer" image. Young fans identify with Dale Earnhardt Jr. because he is like them, his cap turned backwards and ready to jump into the nearest mosh pit.

There aren't a lot of NASCAR fans who identify with Gordon's squeaky-clean image. He married a beauty queen and lives in a gated enclave far from the middle-income houses most fans call home.

But, the gap between Gordon and many fans is also a major reason why Corporate America has embraced Gordon. His winning percentage makes him desirable. But his golden boy image and reputation for never forgetting to mention his sponsors make him a safe bet.

Dupont doesn't need damage control experts to watch over Gordon. He has never pushed a reporter, slapped a tape recorder from someone's hand or had an obscenity-laced public tirade.

He is Roy Rogers and Mr. Rogers rolled into one.

What is often lost is the fact that Gordon continues to beat all comers on a regular basis. He backs up his public persona with results on the track.

I'm sure the booing can sometimes get to Gordon, especially when you consider he personifies all that NASCAR used to become the fastest and most successful sporting segment in America.

But Gordon also knows that each of those boos comes from a paying customer that fills a seat, which in turn helps pay for his lifestyle. Like the Yankees, it is easy to root against Grodon. But as Oakland Raiders owner -- and longtime maverick -- Al Davis has always said, "Just win, baby." And that's where Gordon gets the job done.