And that's true, of course. Sure, it makes sense to upgrade the protection for Bulger with hopes that he'll rally and reverse his career decline in 2009.

But I also think we're missing the point.

If anything, you can make the case that this offseason has been dedicated to maximizing the abundant talent of running back Steven Jackson.

Jason Brown and Jason Smith give Jackson two more blockers up front. Last offseason, the Rams signed guard Jacob Bell to a free-agent deal, and after struggling Bell played well down the stretch of 2008.

So that's three new offensive linemen (so far) for Jackson. Last year's third-round pick, guard-tackle John Greco, could emerge as a starter this season or next.

But it doesn't end there. The Rams wanted a lead-blocking sledgehammer for Jackson, so general manager Billy Devaney signed free-agent fullback Mark Karney. And Karney will be the first legitimate fullback in the Rams' offense since former coach Scott Linehan foolishly cut Madison Hedgecock.

And in a move that didn't get much attention, the Rams signed free-agent tight end Billy Bajema. He isn't a big name, but he can block.

It's also worth noting that when the Rams had to pick between the two highest-rated offensive tackles, the Rams went with Jason Smith over Eugene Monroe. Smith is considered the better run blocker; Monroe is more polished at pass protection.

So the Rams have tried to load up on Jackson's behalf. And that makes terrific sense.

Jackson is clearly "The Franchise" now.

Since Jackson was drafted in 2004, all of the team's offensive legends - Marshall Faulk, Isaac Bruce, Torry Holt, Orlando Pace - have gone away.

"I'm one of the veteran guys now," Jackson said during the weekend minicamp. "I'm the guy that young guys come to lean on, come to for advice, where a couple years ago that wasn't happening. I'm taking more of a role of being a leader, showing the examples of how to be a professional."

On the basis of talent and productivity, Jackson is the best player on the Rams' roster. He's pieced together four consecutive 1,000-yard rushing seasons despite missing 10 of a possible 60 starts due to injuries.

Over the last four seasons, Jackson ranks sixth in rushing yards, is fourth among NFL backs in receptions, and only LaDainian Tomlinson and Brian Westbrook have more yards from scrimmage, and only four backs have scored more touchdowns.

And Jackson has done that behind inadequate blocking. That's changing. The Rams are finally doing what they can to build around Jackson and take advantage of his rushing-receiving skills.

This should help Bulger, too. When Jackson is in the lineup, Bulger is a better quarterback. When Jackson played the last two seasons, Bulger had a QB rating of 74.0. When Jackson didn't play, Bulger's QB rating was 57.5. And it's no coincidence that Bulger had his best season in 2006, when Jackson led the NFL in yards from scrimmage.

So Bulger should benefit from the decision to beef up the blocking for Jackson.

"They've made decisions in the draft and free agency to help me out," Jackson said. "You've seen that those things that needed to be addressed were addressed."

Is Jackson poised to have his finest NFL season?

I believe he is.

Jackson will be 26 by the start of the season, so he's entering the peak years. The Rams gave him a big contract last summer, so he's at peace. And he's participating in the team's offseason training program, which should enhance his durability.

The positive factors are falling into place, and that includes the hiring of Pat Shurmur as offensive coordinator. Westbrook thrived in the Andy Reid and Shurmur offense that's being installed in St. Louis.

If anything, Jackson has been underutilized by previous coaching staffs, particularly as a receiver. Then again, part of the reason is that he's been able to start only 23 of 32 games over the past two seasons. Jackson can't lead this team or be an All-Pro from the sideline. So that's on him to be on the field for all 16 games. He can't be the best if he's missing.

"Being the best running back is really just a matter of opinion," he said. "I still think I am the best. This fullback, tackles, centers, these are the guys that are going to help me prove what I've been saying for years. But I have to continue to work hard. At the end of my career, at the end of the day, we'll see where I'm at."

Jackson's confidence turns some fans off, but it's easy to misread. He just believes in himself. And there's nothing wrong with that. You want your top back to feel he's unstoppable.

The franchise is finally giving Jackson some help. That's smart. Even though the Rams have a long way to go to become a winning team again, the shortest path to success is to give the ball to No. 39.

"I still think I am the best. This fullback, tackles, centers, these are the guys that are going to help me prove what I've been saying for years." - running back Steven Jackson