In case to you missed the memo, the NFL is all about the money.
It is the thing that obsesses commissioner Roger Goodell and most of the owners.
And the main goal of the owners is to increase revenue and limit as much as possible how much they have to share with the players.
Which is why they locked out the players for four months in 2011 to get a bigger share of the revenue pie than they had in the previous CBA negotiated by Paul Tagliabue with the late Gene Upshaw before he retired.
When Goodell replaced Tagliabue, he was hired to take a hard-line stance against the players and get a better deal.