It's kind of like...with our own checking accounts, just because it's in there doesn't mean you should spend it or can spend it. You know that you have the rent coming.

And I completely am one of the most sensitive in that area as far as the NFL is concerned.

It's the premium time, the fourth quarter. October, November, December and now, if you will, going over into the first quarter in January. But really, football, that's when the interest is in the game.

With the initial focus groups and the initial look-sees, the Rams are a very popular team in Southern California. And so one of the reasons that it was attractive to us to work against them is because they have that good flavor.

The NFL is in premium interest time, in the fourth quarter [of the business year] when you have Thanksgiving, Christmas, and that's when we try to get the most decision-makers in front of the television, in the fourth quarter.

The part of football you don't see with all the buddies I ever had, we might have gone out and thrown some passes, but we never went out to knock the hell out of each other just to do it. You do that when the time comes to push the ball downfield or keep it from going down the field. That's why I think football has a great place.

Look, many of us here are regular marines... I will die as a marine because that is my dream.