eh - who cares? They're paying MLS money and more people are watching. This is how you build a league.
30 years ago the NBA was a waste land. The public thought every player was a cokehead. Then David Stern came along and globalized the sport slowly and Michael Jordan became the greatest athlete of all time.
Start slow. Spread the MLS gospel. Now it's time for MLS teams to perform and keep folks tuned in. People will stay up late to watch Lampard and Gerrard over there. This is a good thing.