I think the Colts knew Brady liked the balls at 10 PSI, there is no way a linebacker in the heat of the game noticed a difference. I did an experiment with my own NFL ball and filled it to 13 PSI, checked the size and firmness. Then I let the air out until 10 PSI and right after feeling the 13 PSI ball checked the 10 PSI ball, and the difference was barely noticeable. This is why the refs didn't notice. They (the Colts) knew in advance that they could check the balls and they would be deflated. If you listen carefully to what Phil Simms said when talking about Rodgers' preference, he states "most guys like them softer" this tells me that this is not only commonplace but the M.O. around the league for QB's. I will say that I am a Patriots homer, but I've coached youth football and we manipulate the balls that we use on offense, in that there are certain makes the QB's and receivers prefer etc. I was always under the impression that we supplied our own balls for this reason. Obviously in the NFL there are stricter guidelines, but it's kind of the culture of football that every skill player is brought up with that you can get the balls to your liking as long as you don't go crazy, and so can the other team. Unless there spineless *****es!