From my profile on Moore in this week’s Sports Illustrated:

“I love the fact that he didn’t have any logos and won without them,” says comedian George Lopez, who played with Moore in the pro-am last week at the Waste Management Phoenix Open, where Moore finished 14th, six shots behind winner Hunter Mahan. “His bag didn’t look like a NASCAR guy’s. He was just a guy playing golf.” Fame and bling have never been motivations for Moore, who turned down almost seven figures in endorsement deals last year, according to his dad, Mike. Adds Moore’s younger brother, Jason, “Ryan is never going to be upset that the media is covering someone because of the shiny belt they’re wearing.”

In many ways Moore is a throwback. His approach is reminiscent of a mom-and-pop shop. He alternates caddies every three weeks, switching between Jason and J.D. Rastouski, a friend. And while management companies are grabbing up potential stars and grooming them into corporate poodles before they can buy alcohol, Moore has no interest in such a partnership. “To quote Ryan,” Mike says, “‘I’d like my father and [older brother] Jeremy to handle my business because I don’t have to wonder about motives. I know they won’t want me doing things that aren’t good for my career.’”