The NFL's Bifurcation of Rights

The NFL wants to create some type of leverage, right? Amazon is a tough negotiator when it comes to the rights people have talked about this for years. Apple is kind of the same thought of in the same light. They want to involve other streaming players and say, look, we're the fricking NFL. You're not going to bully us around. We don't care if you're Amazon or Apple or whoever. We're going to tell you.