On Sept. 11, when United Flight 93 passenger Todd Beamer stated the now famous phrase “Let’s… On Sept. 11, when United Flight 93 passenger Todd Beamer stated the now famous phrase “Let’s roll,” he couldn’t possibly have known how much attention it would get. Though the vast majority of the spotlight has been positive, the most recent use of the phrase — by the Florida State Seminoles football team — seems a little out of line.

Under the direction of longtime coach Bobby Bowden, the Seminoles entered the season on Saturday wearing “Let’s roll” T-shirts and proclaiming Beamer’s phrase as their team motto. The team associates the words with the hero’s memory, and coach Bowden has defended the slogan as a memorial, stating that its opponents must be unpatriotic.

But even ardent patriots can examine this situation and see it as inappropriate. Florida State has no direct connection to Beamer, and there is no reason that the phrase should be used by something as trivial as a college football team. It is demeaning to both Beamer and the heroism of his fellow passengers.

Since becoming a Sept. 11 catch phrase, “Let’s roll” has been trademarked by the Todd M. Beamer Foundation, an organization founded by Todd’s wife, Lisa. The group plans to sell T-shirts, hats and mugs bearing the slogan, and it is now also the title of a book written by Lisa Beamer. But the foundation’s efforts are different than most because profits go to benefit children who lost their parents in the tragedy.

Almost a year after the terrorist attacks, the use of this phrase by Florida State is in bad taste. It’s an effective motivational tool, but it appears to work more in the personal interest of the team than as a sign of respect for Beamer. The commercialization of terrorist attacks has often become an issue during the past year, and this situation is no different. The phrase has been overused as it is, and the events of last September will be remembered whether or not a football team uses the victims of tragedy as a promotion.

Coach Bowden has long been known for his straight-forwardness, and his blunt attitude toward his opponents in this instance is typical. His motives and intentions may be pure, but his actions are inappropriate. A hero’s death should never be exploited, and it certainly shouldn’t be used as a tool to get the boys pumped for some game.