i was listening to thaylor talk about his football research, those dumb football owners. But that can't be right. You don't get to their level by being dumb. Surely, this is about thresholds. Football owners and coaches are a small group of people. The only way any of them is going to change their behavior is if some radical goes first. And there are no radical owners in nfl. There's just richard taylor, a geeke middle aged economist from the university of chicago with a bunch of equations that you need a phd. To understand.