 We are not going to agree to your terms on the next collective bargaining agreement, so we're going to lock you out. We're not going to let you play football until we get this thing settled. Even then, there were fans that were turning on the players because the ownership spin was these greedy players. They just want so much money. We're talking about billionaires, billionaire owners. We're able to convince the general public that the players were the problem, and in some cases it worked.