You talk about the [armed] service teaches you how to depend on each other, the service makes you aware of the common good and strips that down. Guys who go into service get to have that. But that's a high price to pay in this day and time with going into service.

But if you look at teams that want to share more revenues, they're teams that don't have a lot on the table. They've long since not had any serious investment in their team.

Only 7 percent of NFL fans have ever been inside an NFL stadium. Seven... have ever been inside. So the NFL is certainly about the Colosseum of Rome. It can't be a studio game.

If people have the ability to see it, and you spend the money to put the wow factor into it, they will reward that entity or that team or that business, and they will then say they appreciate me, they appreciate what I'm about, and they will support it.

Other sports culminate at different times of the year, but the NFL is in the fourth quarter - that's where the money is.

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.

There's no question that the striving, the stuff that you got out of [sports]. The depending on someone right beside you. Sitting here and calling on yourself when you're tired or getting through something painful, watching your teammates do the same. Everybody feels good when you first walk out there.