I don't think commercialism and the sport orientation of alot of TKD is killing it. GJJ is about as sport oriented and commercial as you can get and it still maintains a great deal of effectiveness. There is nothing wrong with making a dollar and nothing at all wrong with having a sport side to a combat art. I've been on the wrong end of a WTF fighters kicks more than I care to remeber so I'm not going to blame them. Boxing is a sport, wrestling is a sport, but they still maintain a certain standard. There has to be something else that's ripping the guts from TKD. I'm thinking along what Spookey said, "soft, politically correct version". But the Koreans aren't very PC so there has to be something more. Maybe an identity crisis?