The Patriots' philosophy is a lot more understandable -- and likable -- if viewed from the angle of what the alternative is. What should they do when the game gets out of hand? Let up? Pretend to play? Take pity? Eugene O'Neill said of that kind of pity, it's "the kind that lets itself off easy by encouraging some poor guy to go on kidding himself with a lie."
When you've already beaten a team so badly over the previous 45 minutes, why is it respectful to suddenly go easy, so they'll falsely feel better about themselves? What the Patriots are saying when they continue to go for the end zone is, "Hey, both teams out here on the field are pros, and this is what pros do." It would be far more demeaning to say, "We could score again, but we just feel too sorry for you to do it." When the Patriots score on an opponent, in an odd way, it's a gesture of respect. Albeit in a tyrannical, domineering, world-conquering kind of way.
