CNBC star Maria Bartiromo and I share a birthday, and I love a good scandal, so I follow her religiously. Maria is fun because she's both gorgeous and cute, smart and sexy. And then there's the strange case of Todd Thomson (the Citigroup exec who fell so in love with Maria that he flagrantly violated ethics, and common sense, just to spend time with her). She's also fun because her nickname is "Money Honey," and what's more: she's applied for a trademark for the phrase! Delicious.

Well, she might have to move fast to use the phrase before she loses the IP to a new generation of money honeys (money honeyettes?). News Corp. (NYSE: NWS)'s Fox Business News has a bevy of beauties dishing up the news on the stock market and the economy: Liz Claman, Dagen McDowell, Jenna Lee, Alexis Glick. Ben Stein wants to know, where did they all come from? His analysis, that finance is both boring and inscrutable, and that men would rather get this boring, inscrutable and (largely) completely irrelevant news from beautiful women, is certainly sensible.



But there's an undercurrent in his story that has me troubled, and though I think that he's right in many aspects of his analysis (it's certainly true that more men watch financial news than women), I'm peeved that he never wonders whether the financial world has just been extremely sexist and is only just now starting to let loose. I also find it odd that he doesn't wonder if there were financially savvy women being excluded from business journalism until now. (His "where did they all come from" question makes it seem as if they sprung from the head of Lou Dobbs like Athena.)

Whither Money Honeys? Here's my thought:

The New York Times has written a heartfelt love letter to Maria Bartiromo of General Electric (NYSE: GE)'s CNBC. The most interesting part to me is that Maria feels that Chuck Prince was using her "relationship" with former Citigroup (NYSE: C) executive Todd Thomson -- about which I posted earlier this year -- to divert attention from his mismanagement of the bank. With Prince out, Maria's riding high. But Todd must be kicking himself -- if he hadn't gotten into the Maria mess, he might be in a position to take over from Prince.

Since I have had the privilege of being interviewed by Maria Bartiromo -- here's a link from August -- and was called a couple of times last week to discuss the situation at Merrill Lynch (NYSE: MER), her status at CNBC is of more than academic interest to me. I have never met her in person, but her interviews have always been sharp and professional.

But the Todd Thomson incident raised questions which the article did not completely squelch. As a reminder, in January unidentified executives at Citigroup, which is both a CNBC advertiser and a frequent subject of its coverage, told several publications that among the reasons Thomson was fired was his decision to invite Maria to speak to a group of Citigroup clients in Asia and to fly her to that event in the company jet.

My children, it must be admitted, love television. As I'm a financial type who works from home, they're often subjected to my TV choices; so they know Maria Bartiromo and Rachael Ray well, much like faraway telegenic aunts.

If a recent trademark filing is any indication, they soon may get to know Maria even better, not as a CNBC reporter (nor as the center of a scandal involving special treatment by Citigroup Inc. (NYSE:C) bigwig Todd Thomson) but as the cartoon "Money Honey."

No, really! TVNewser was tipped off on the filing, in the name of Bartiromo, Maria for Money Honey to be used for "Entertainment services, namely, an ongoing children's television series; motion picture films; theatrical programs; fan club services; online entertainment services, namely information, interactive games ..." and, of course, more. It's just been filed, on January 16th. I've filed many a trademark application, and in my opinion, this looks as if it was done up in 30 minutes. I'm sure the attorneys at Frankfurt Kurnit Klein & Selz billed a whole hour for it though... No word on whether the resulting show might be live-action or animated.

While I love the concept (it's far prettier than Warren Buffett's animated series, though a little less fun), the timing leaves something to wonder, wonder, wonder, wonder... did Maria file in anticipation of a brou-ha-ha resulting in calls for CNBC to fire her? Had she just discovered that her biggest fan's Sundance deal was going to fall through, and this was the next-best thing? Is it just a complete coincidence?

Like they say on Psych, there's no such thing as coincidence.

Maria Bartiromo, who rose to fame as CNBC's Money Honey during the bull market of the 90s, should be fired for showing incredible lapses in judgment regarding her relationship with ousted Citigroup Inc. (NYSE:C) executive Todd Thomson.

One of the cardinal rules of journalism is that you aren't supposed to write about or show favor toward your friends. The Wall Street Journal's (subscription required) expose of Bartiromo's relationship with Thomson shows that they were at a minimum buddies.

What's more disturbing, however, is CNBC's reluctance to look into the matter further. I'd like to know if CNBC ever reimbursed Citigroup for Bartiromo's air travel. Moreover, doesn't the channel's corporate owner General Electric Co. (NYSE:GE) have an ethics rule or two about employes accepting gratuities from clients? Citigroup, after all, after all does by advertising on CNBC.

But I guess CNBC like most media organization has a thin skin. It is eager to expose faults in others but when it comes to its own problems forget it.

Jonathan Berr is the editor of http://www.desperateinvestors.com