I think they are just using this as a way to advertise the NFL video product (which seems like it is not selling very well). When you tell a bunch of armchair football experts "This is for experts only. You may not be able to handle it.", many people immediately look to prove them wrong.

This article reminds me of the time I went car shopping and wanted to test drive a 6 cylinder version of a car after driving the 4 cylinder. The salesman gave me this really phony pitch saying "I have to warn you, many people can't handle a car this fast. But once you experience the power of the 6 cylinder engine, there's no going back!". In reality, I didn't see a huge difference between the two models (I didn't buy either one), but I can see how this technique makes it easier for him to sell the more expensive car.