The Rockies' "Generation R" advertising campaign smacked of desperation. At least, it did until Matt Holliday, the team's exciting young left-fielder, smacked 34 home runs last season -- a real accomplishment in the humidor era. But Holliday's more than just a long-baller. He maintained a .324 batting average in 2006 by hitting all over the park, and he's got better-than-average wheels for a guy who stands six-foot-four, even managing to beat out five triples. At 27, he's about to enter the prime of his career, and if the Rockies want to convince understandably dubious fans that they really mean to compete in the National League West, they need to find a way to lock up both Holliday and outstanding third-bagger Garrett Atkins for the long haul. Otherwise, the stand-alone letter in "Generation R" will stand for "ripoff."