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

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

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

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.

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.

Sports that are continuous and never stop don't give us the opportunity to segment our messages.

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.