I think that some of the (conscious) owners have finally figured out that, while they are not yet worth in the billions, Brady and Gisele will one day be in their company.
Brady and Gisele, also, together and individually, have a far more significant Brand than any of them, except perhaps Paul Allen, who is really borrowing the Brand that Bill Gates created...but, still, it's a ****load of money...so "Respect"...
...no dissing Paul Allen...he's not "Jerruh" or "Dan" who are known in narrow circles of the mega-rich. Seriously, who the **** knows what a "Laurie" or a "Pegula" is...unless you belong to their Country Clubs? Woody Johnson? The idiot grandson of the guy who founded the company...the grandson whom they won't let within ten miles of the C-Suite at J&J...I could go on...and on...
But, I digress...
Brady has nothing left to prove.
But he now has the owners worried that he feels he has nothing to lose by taking them to the limit.
Deep pockets.
Nothing to prove.
Nothing to lose.
Dangerous combination for the Owners. No wonder some of them are now pissed at Goofell.