In this issue: COMMENT br>"Branded a Cheat", by James Surowiecki: The Tiger Woods scandal may affect his endorsements. THE TALK OF THE TOWN br>"Plummer's Pad", by Ian Parker: The joys of living in a hotel. br>"Payout", by Rebecca Mead: The second-richest man in Ukraine. A REPORTER AT LARGE br>"The Monkey and the Fish", by Philip Gourevitch: Can Greg Carr save an African ecosystem? FICTION br>"Diary of an Interesting Year", by Helen Simpson.