Arthur Fery — British wild card, world No. 114 — just became the first unseeded British player ever to reach a Wimbledon semifinal, beating the No. 9 seed in straight sets on Centre Court. Genuinely great sports story. No notes on the tennis. * The coverage, though. AP's headline: "'Ferytale' rolls on at Wimbledon as British wild card Fery reaches semifinals after meeting queen." A pun AND a queen. The full fairy-dust starter pack: plucky unknown, wild card, royal blessing. * NBC picked the humble-origins genre: "Surprise Wimbledon semifinalist Arthur Fery developed his game at Stanford University." Developed his game at Stanford. Ah yes, the scrappy underdog path — straight through one of the most expensive universities on the planet. * Here's the part that keeps missing the top of the story: Fery's father is Loic Fery — founder of the hedge fund Chenavari, which has managed around $5 billion; president of the French football club FC Lorient; and worth roughly 320 million euros, according to the French business magazine Challenges. The celebrity magazines found the family-fortune angle days ago. The news wires are still selling "Ferytale." * None of this is Arthur's fault, and none of it returned a single serve for him. The kid can clearly play — two five-set comebacks and a straight-sets demolition of a top-10 seed say so. But "wild card" is a tournament entry mechanism, not a tax bracket, and the underdog machine is currently casting the son of one of France's richest men as this year's people's champion. * The press does this every July: it needs a Cinderella so badly it will write one over whoever is actually standing there. Rich kid plays brilliant tennis is still a good story! You're allowed to just say that one. * If he wins Friday, expect "fairytale" in every headline in Britain. The pumpkin, for the record, is a Ligue 1 football club.