From my viewpoint, this comes down to legacy and reputation -- of his family's name and the Patriots franchise. Both have been called into question by the NFL based on the severity of penalty.
To Kraft, who is steadfast in his belief that the club did nothing wrong and that science best explains the air-pressure drop in footballs, that's worth fighting for.
How far he'll take the fight remains to be seen. Would he really take the NFL to court? I'm not so sure.
But by creating this website to aggressively counter the Wells report, Kraft is doing what he said he initially wouldn't -- fighting the league and extending the public debate. It might prove to be futile, as he initially predicted.
Yet with legacy and reputation the catalysts, this is how personal it's become