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.

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.

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.

I grew up with great coaching, and it had nothing to do with sports. I had great parents. I really got some great input from there. They were entrepreneurial, middle-class business people.

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.

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.

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