The news was breaking. The shoulder was already broken. Well, technically torn but broken none-the-less.

Who felt the pain?

Lots of people.

Braxton Miller felt it first. The pre-season all-everything quarterback tore his labrum throwing a pass at Ohio State practice.

There is no clear order on who felt the pain next as there is no clear path that season-ending injuries follow while working through a football team.

We can presume Urban Meyer felt it. He told the assembled media the team felt the sting pretty quickly too.

Fans? Surely many had already assumed Braxton would take the team to the National Championship Game in Dallas and were quickly coming to grips with the possibility of another trip to Tampa or San Antonio.

And that new OSU jersey with the number five on the back. What would become of that?

Ahh the jersey. A long-standing symbol of any Buckeye fan's love and adoration for players from Rex Kern (10) to Archie and Andy (45) to Spielman(36) to Eddie(27) and back to (10) again with Troy Smith.

What will become of No. 5?

News people being who they are, the jersey angle was quickly pounced upon by every local television station, several radio stations (including 610WTVN) and the Columbus Dispatch.

Tim Feran's piece in the Dispatch quotes, Kelly Dawes owner of College Traditions as saying the store has an inventory of more than 1000 number five jersies. Given that they sell between $90 and $140 each, the article says,  that single store could miss out on about $100,000 in sales if the merchandise doesn't move.

That's just one store.

That doesn't mention Buckeye Corner or Dick Sporting's Goods or any of the souvenier stands at Ohio Stadium.

The broadcast folks speak of the lost revenue from lack of jersies sales in sad tones with a banner across the screen the says--"economic impact".

Falling into the sale category are the stories on the alledged 10% drop in ticket value in the secondary ticket market.

Man, Braxton really has a say about not only touchdown passes and Big Ten wins. He also apparently is a driver of OSU GDP.

OF course had Braxtion not been lost for the season. All would not be lost for local retailers and ticker brokers. They would be doing a robust business right about now.

Those Miller jersies at between $90 and $140 a pop would be flying off the shelves.

Those primo Virginia Tech tickets would begin at $50 over face and just keep right on climbing.

And of course Braxton would be scoring touchdowns, leading the Buckeyes to victories and singing Carmen Ohio after each game.

There is only one common thread  between Braxton being hurt and Braxton not being hurt.

In both scenarios, Braxton loses the same amount of money.

Talk about "missing out".