The Tiger Woods story keeps getting more bizarre. Yesterday, Health Central Hospital in Orlando, Florida was back as part of the story as Elin Nordegren’s mother was taken to the hospital. She has since been released, but the entire episode just added to the media frenzy surrounding this story. It also brings the spotlight back to Tiger’s home situation. Will Elin be leaving Tiger soon to escape back to Sweden? There’s also speculation that Tiger and Elin may escape nearer to Sweden together.

Meanwhile, Steve Lewis has a devastating post describing what really happens in the VIP world frequented by Tiger and his alleged mistress Rachel Uchitel. Lewis explains the world dominated by bottle service, VIP hostesses and the special attention and services provided to whales and VIP athletes. Needless to say, facilitating access to hot girls is the top priority.

Finally, we’re starting to see cracks in the Tiger Woods marketing machine. Gatorade announced that they had discontinued a Tiger drink, though they claim the decision had been made before the controversy. Also, reports say that most Tiger commercials have been pulled from the air since the beginning of the month. That’s not a surprise.

What’s next?

The problem for Tiger Woods is that he’s now a punch line, and the sponsors hate that. George Lopez had a field day last night in his monologue. He’s focused on the tag lines used by Tiger’s sponsors and how they now have a new meaning with the scandal. Accenture says “Be a Tiger.” Nike says “Just Do it.” And, the best one is Gatorade which says “Is It In You?” Ouch! Check out the hilarious clip of Lopez above.