I have Commanders fans for friends who say they stopped watching the games and listened on the radio when the Skins took a knee; recently, they are overjoyed to be watching again, but say they only returned when the Skins players stopped kneeling. While some of us don't understand that line of thinking (I don't think I could ever not watch the Cowboys over a political or social issue), I don't think the media has even touched the surface of just how seriously most people, especially football fans, take that whole thing.
The rest of the league and nation doesn't really give a crap about the Zeke issue, but they are infuriated that guys making the money these players are making would kneel during the anthem. Jerry is right on the money in explaining to his players the financial consequences. Anything that hurts the league, hurts the players long before it will hurt the owners. The most shocking part to me is how furious many fans are about the kneeling before the anthem, like Dallas. Many fans see the players now as an extension of Hollywood, a bunch of entertainers, paid to do one thing, but pissing them off by making it political on TV. The rest of us don't have to agree; we can sit here and say the players should be involved in social issues and making their communities and the country a better place for all, but "By God, NOT on Sunday during the game."
I have no doubt that there's some agreement between the NFL and the Networks on the issue as well. You don't see nearly as many shots of what the guys are doing during the anthem, nor hear the announcers talking about it. Again, what hurts the NFL hurts the networks. This may seem like a minor issue to me because I don't really give a crap and don't usually even watch the anthem or pay attention if it's on before the game or not. On game day, all I care about is watching the game. I can overlook suspensions and politics and spoiled players, but I likewise don't pay too much attention to the feel good stories about the good they are doing in their communities....big whoop. Lots of people without the money or the time volunteer all the time. Again, I just sit down to watch my Cowboys play football on Sunday, BUT.......it's a big deal to a helluva lot of people, more than you think.
If even the casual observers, who aren't nearly as passionate as we who visit chat forums, etc, are, represent a large group of viewers every Sunday. They are the likely to turn away, and they alone are going to cost the league dearly.