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.

We have long moved away from some of the principles of law as to what is fair and equitable in the United States. We all see every day that's debatable, 50-50 in almost all cases.

Is [football] for everybody? Of course not. But it is a meaningful contribution beyond, I think, other alternatives.

We've all got to get on the same page.

I could hire every producer in Hollywood - 2,000 producers, let's say - and they couldn't come up with all the soap operas, in season and out of season, that NFL programming gives television.

Anybody involved in sports in Missouri knows it's a great sports state. It is a great sports state, particularly in basketball and baseball. Particularly. Not to demean football, but it's a baseball state and a basketball state.

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