Naive i reckon. His poor family and extended family were raped by GMTV a few weeks back for the sake of "coverage" .... i dont think they have the thick skin yet needed for life in the limelight... too many slack jaws at this stage. The kid needs to be careful he doesnt turn into another Gazza.
Re: Naive or Calculated? Naive. he's probably been pushed into it by his agent/manager to cash in on his current popularity. there was a thing on the everton club shop on that program on bbc1 'hard facts' or something saying almost everything they sold, they'd stuck his mug on. including mugs, funnily enough.
I think it was 'CALCULATED' to engineer a move away from Everton. The Sun is absolutely reviled in Liverpool due to it's coverage of the Hillsborough disaster, in which it called Liverpool FC fans "hooligans" & accused them of robing the dead. Team Rooney & Wayne must know that the people of Liverpool hate The Sun.
Everton cannot be seen to want to sell him & Wayne can never ask for a transfer both parties need a smokescreen. I also dont think anyone would pay £40mill for him because I think Everton would sell him for half that.