In the first-half, Costa appeared to hit out at Arsenal defender Laurent Koscielny, while the 26-year-old Chelsea forward was also involved in a coming together with Paulista, who was sent off by referee Mike Dean.
Of course they are not known by cute marketing terms like they are in the U.S. There, the kids who are selling hard candies at an Avenida Paulista stop light are just plain poor.
The key question then is how to humanize such mega-cities, the theme of the upcoming New Cities Foundation summit that Sao Paulo is hosting in June. (Full disclosure: I serve on the NCF board of trustees.) The reinvention of Sao Paulo will begin right at its center with projects such as the URBEM Foundation's Casa Paulista.