Well the theory is that by having big name superstars playing in the US league, it will attract more fans to games, and some of those fans will then realise that the game isn't necessarily the pathetic sissy sport that they always thought it was and who will continue to attend games after the novelty of the "stars" has worn off. Also, "soccer" will be talked about a lot more in the press once there are star names attached to it, so the sport should move further into the public consciousness than it is now and the general public will become more educated about the game. This will generate money throughout the league as TV rights become more valuable and ticket sales rise. That is the theory anyway. So far, advance ticket sales for next season have gone up markedly from reports I have heard, but that was always likely to happen. The approach of importing superstar players worked very well for the old North American Soccer Leage back in the 1970s, when people like George Best, Eusebio, Johan Cruyff, Bobby Moore and Franz Beckenbauer were tempted over - attendances rocketed and the game captured the public's imagination. However the sheer cost of operating the league as they tried to expand it crippled things and the whole thing folded, so as long as MLS learns the lessons of the past and keeps money tightly under control, then I see no reason why more superstars wouldn't follow David Beckham over the Atlantic and the league wouldn't become a bigger player in the US sports market.