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The NFL is an extremely popular institution that is watched by a gigantic amount of people. If you want to want your protest to be seen and talked about, it can hardly be avoided if you're bringing the protest to the NFL itself.
NFL ratings are diving as a result because of da perception of da flag disrespect.
using da league like a temporary shiny instrument does no one on any side of da argument any favors.
eventually, da actual thing has to be in da forefront, not da vessel you're using to grab attention.
once Jerry Jones is in on it, its essentially losing its novelty to attract attention for da cause other than to continue to insult da patriots/anthem supporters.