When you look at the sponsorship of sports now—hockey is an example, but it could be other sports—what are the messages out there? The messages out there are usually homespun messages: the driveway, the street, the kids yelling, “Car!”. It's affectionate; it's warm. That's what is being appealed to. When you're watching the kids playing ball hockey, there isn't somebody out there who's giving somebody a shot. That isn't part of that game and it's not part of the commercial sponsors' message that they're looking to deliver.
There are some other interesting ones and they are some of the best commercials now. Instead of trying to replicate what these athletes will do on the field or on the ice, they show them in training. Everybody is used to seeing the image of them being on the ice or on the field and they look amazing. If you watch them in a gym, they are doing stuff that is impossible to do and that nobody at home could even imagine doing. That's what the commercial sponsors are attracted to.
All of these things are completely consistent with the way the game is moving, with the way you want it to move, and in a way that makes it far better, far more exciting to play, far more skilled and less dangerous.