NORMAN — Buried deep within some of the highlight videos of bobstoops.com, a Web site I didn't even know existed until the weekend, were some lyrics of interest. An example: "....my bullets and lugers, I put 'em deep in your neck.” Oops. Quite embarrassing for Stoops and OU football and the university itself, coming only 10 days after prized recruit Josh Jarboe was dismissed from the squad for mocking, in a YouTube rap video, his gun conviction of a few months back. The irony lands largest on Stoops, because it's his name on the shingle, though he didn't post the lyrics, didn't OK them and no doubt would need to do a double-take listening just to understand them. Someone sure didn't protect Stoops' or OU's interest when they posted such lyrics, which were removed Monday, after they were brought to the attention of Sooner athletic director Joe Castiglione. "Obviously, we'll play closer attention,” said Stoops. "Expressions of violence aren't what we want to promote.” Doesn't even need to be said. Stoops made that clear when he cut loose Jarboe, who pled guilty last spring to bringing a gun to his high school campus. That's why this is no double standard; Stoops should lose his job when he sticks a handgun in his waistband and goes to work. But again, this is embarrassing, and here's part of the embarrassment: The OU staff members involved in the production of the video saw no problem in using lyrics related to guns and drugs, not to mention racial and sexual terms that would offend 95 percent of the population. Very poor decision. But easy to understand why the decision was made. It works. It draws the audience bobstoops.com hopes to draw. High school boys. That's the sobering lesson here. This stuff is what kids listen to. As the Jarboe case showed, college athletics is a clash of cultures. Behavior or speech or even musical preference that could alienate university boosters does not register as wrong with many scholarship athletes. Lyrics that were Strike 2 on Jarboe and sitting on Stoops' Web site blare from stereos on every roadway in America. Castiglione doesn't want to sound like a square. Doesn't want to sound like the parents of his youth who were outraged at rock 'n' roll. But he also wonders how far it will go. "Why do we see the kinds of commercials during the Olympics that promote violent television shows?” Joe C. asked. "Why do we see video games that promote carjacking as a means of entertainment, only to see the clarification at the end, rated for teenagers and older? "I don't know the answer to it.” Sometimes the answer is not with the kids. Sometimes it's with the adults who don't have their ears and eyes open. The Hornets were in Oklahoma City for two years to rave reviews. Every single Hornet game at the Ford Center opened with a prayer from a local minister. And the Hornets trotted onto the court with Jay-Z's "Bring 'Em Out, Bring 'Em Out” blaring. Lost in the euphoria of Chris Paul and Desmond Mason appearing on stage were the lyrics of that song: "It's hard to yell when the barrel's in ya mouth.” Unacceptable lyrics for a public forum. Just as "bullets and lugers, I put 'em deep in your neck” are unacceptable lyrics for a Web site bearing Bob Stoops' name. OU has got to be more diligent. So must we all.