We indulge their numerous relationship infidelities, for example, in a way that we don't with others in public life, including politicians. Even at a more everyday level, we're less comfortable with people who behave badly in our own circle of friends and aquaintances.

We treat showbiz stars as if, in some way, they are above many of the normal rules of behaviour.

In so doing, perhaps we rob them of the opportunity to develop grit, forbearance and genuine respect for others - all key elements of positive character.

Perhaps we rob ourselves, too. Those we elevate become those we eventually emulate - heroes quickly become role models, whether we'll admit it or not.

If nothing else, it's important for our children to know that there doesn't have to be a trade-off between talent and character.

Canadian-born pop-star Justin Bieber had his first platinum album at the tender age of around 15 years. He clearly has a precocious talent, yet he's spent much of his young adult life trying to extract himself from one scrape after another.

Arguably if he hadn't been so talented, we the public might have called him to account long ago. We might have forced him to reconsider his lifestyle choices and address the need to develop as a fully-rounded human being.

At the moment, much of his career is focused not just on damage control, but on achieving a form of pop-redemption. It's sad that he needs to spend so much of his currency of talent on clawing back lost respect. I hope he makes it.

Back in the world of sport, it's probably true to say that David Beckham was no saint in his days at the top.

Like all high-achievers he was driven by a desire to be the best - or at least the best he could be. All top tier sport has its rough moments; in the heat of the moment competitors may behave in ways they would not consider outside the field of play.

Yet Beckham has emerged as a man - albeit still a celebrity - who seems to have maintained his respect for himself, with a relatively sane sense of his place in the wider world, as an individual, a father and a husband.

As a result, he garners respect even beyond the world of sports, carrying himself with a level of dignity without being too serious about himself.

Along with other football stars like Pele and cricketers like Sachin Tendulkar, he reminds us that integrity is a choice; it's not something one is born with, like talent.

If football's officials respond in the right way, yesterday's World Cup incident may, in the end, be the making of Luis Suarez. If you love sport, you'll surely hope so. It might force him to take a much longer view of his life and his career future.