and that's why i call it an exo sen shall threat. if 50% of mothers across the country realise what those impacts do, and tell their kids "you can play any sport except tackle football", it won't kill football, it changes the socioeconomics so the people who play football will be like the people who box. the irony is at the absolute apex of power with the country n.f.l. crazy about 2:1, top rated shows, we have this lurking threat. we need dramatically to move on helmets. the counter helmets products against skull fracture. >> sports is a dog eat dog world. bit on a lot of backstabbing. the bigger you become the bigger target you have: what happened to leigh steinberg, how did it go from a peak to pretty much crumb bling? >> in the year 2000 a huge merger mania hit the sport industry. the concept was to buy up and bundle practices in football, baseball, boxing, and then you use them to trigger a marketing arm that could market teams, leagues, any interesting individual corporations. and then build a studio not in the brick and more t