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Well said Shmessy. Look, its Bill Belichick's job to ignore the noise. It's Kraft's job to protect the brand. The Patriots brand, not the NFL brand. He can't let Goodell use this to change the conversation. The NFL should be taking a beating right now for the terrible year they've had. Instead, we're talking about PSI and barometric pressure.
How do you defend the brand from stupidity? I mean does Kraft have to come on national TV and tell the world he didn't put a TV screen in the parking lot that only the Pats' sidelines can see (which I don't think is even true) for replays? Or that other teams don't put locks on the doors in their locker room so spies don't steal play sheets?
Bob Kraft can go TV and say that they didn't deflate balls, but that will not sway anyone either way. We will be happy he defended the brand. Haters will be saying that Kraft is trying to cover up an elaborate cheating scandal. The winners will be Florio and all the other writers who write crap to fan the flames on both sides for clicks and eyeballs.
Unless Kraft could produce indisputable proof the Pats didn't deflate balls, nothing he said publicly would make a lick of difference. And how do you disprove the fact that they didn't deflate balls unless there were no balls that were deflated. And since the ball was deflated that the Colts had (even if they deflated it to get the Pats in trouble), Kraft cannot prove that it was not intentional.