Heckle SMSing

It seems like almost everyone who hears this idea immediately comes up with the reasons why it's likely to be a disaster, but Sony Ericsson thinks it's a good idea to let womens' tennis fans send SMS messages to a large screen during a tennis match. What could possibly go wrong? As this article notes, you hope that they have someone pre-screening the messages, but what kind of job is that? Even if stuff does get through, what will they say? A few suggestions from the article: "Nice serv Vnus"? "Yr bhand is week"? "Go maria u r so kewl"? Yeah, seems like a gimmick that should have stayed back on the white board.