"Years ago, when I was a newspaper reporter, the circulation at my newspaper started to tank. This was before the Internet, before hand-held devices, before newspapers accepted that their time on earth was up. Frantic to stanch the circulation drop, management conducted a series of focus groups. Over and over,
the people in the focus groups said the same thing. They enjoyed sitting with a cup of coffee each morning and reading the interesting articles. They simply didn't have the time. Consequently, the newspapers stacked up by the back door. Monday, Tuesday, Wednesday -- at week's end, as the people carted the stack out to the recycling bin, they felt guilty about not staying informed, guilty about killing all those trees, guilty, guilty, guilty. I remember sitting with my fellow reporters, each of us asking the ceiling: What kind of future can you project for a consumer product if the main emotion it inspires in consumers is guilt? I now ask myself the same thing about football."