In the world of business and basketball, though, the comments aren't as important as what happens next. And it all hinges on two questions: Will Jason Collins play in the NBA next season? Will he get opportunities to make money outside of basketball?
"People don't exceptionalize him and endorse him if he's not a player," said Bob Witeck, President of Witeck Communications, which focuses on corporate marketing and communications.
The assumption seems to be that a good looking, articulate African American in 2013 could probably see a strong endorsement pop from this type of announcement.
However, it remains an assumption until proven otherwise. Most likely, there are companies who want to associate with him, and Nike might increase its support of Collins, who is already under contract with the sports apparel giant.
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But, as they say, it's not a slam dunk.
"It depends on if he plays and plays well," Witeck said. "If not, this is simply a moment."
People might disagree on that, but no one doubts that, even if it is considered "a moment," it's an important one.