You try to minimize it.
But we still find, as you say, among the leadership in sports, particularly at the professional level and in the media.... There's a rather famous Canadian sports broadcaster, known for very loud shirts, who tends to get very hostile when people mention increased protective gear or getting the fighting out of hockey. He actually says very terrible and derisive things to people who say that there should be no fighting in hockey.
Do you think professional sports and the media should have more of an influence if we're going to change the culture of sport?