there is no beauty without brutality. >> reporter: in the oversaturated sea of cliches, ron wolfley jumps out with distinction. >> sometimes you're the pumpkin pavement. >> reporter: the wolfley-isms. do you think about them? >> so much of the time it is spontaneous. so much of the time it is not. i write a lot, as you know. i like to write. it is there like a hanging chad. it is there, the analogy, right and i'm going to use it because imcame from me, nobody else. university of phoenix stadium, the red sea has got rise up red sea. so many people come up to me and half the time i should be offended. half of the time people come up to me and you are so over the top. i'm not offended but i should be because that's just me. >> reporter: there may be no one better in the booth that brings you the pure reality of the game. unblocked, make them pay for it. >> reporter: if you listen closely, you will hear a very well read analyst. >> to say this guy is a deep thinker is the understatement of all of the history of humanity. yet, that is the way it seems to me. is it a catch or not a catch in the