In stark contrast to North Americans, Europeans -- especially the British, and especially those who play and watch golf -- are by nature skeptical of enthusiasm. Exuberance is frowned upon and the over-eager treated with a wary eye.
It's a distinction which makes Keith Pelley's on-going transformation of the European Tour something of a delight.
The Canadian, appointed to the role of Chief Executive Officer midway through the 2015 season, wears the colorful spectacles and has the puppyish zeal of a children's television presenter. Although he is 53-years-old, Pelley thrives on the possibilities of the modern media world.