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Going a little deeper, we are talking about a 53 man roster times 32 teams, only some percentage of which drive drunk with or without the program.

How much impact does this actual issue have? What is the over/under on how many marginal drunk driving accidents the partnership with Uber will prevent per year? 10?

The primary effect will be to set up these 1500 or so celebrities as examples for how to behave when drunk. If using Uber after a bender is good enough for John Q Sportshero, then it's good enough for you. And that may make a real difference for the other 300 million of us.

It's good PR for the NFL management, too. 22 year old millionaires will always have a DUI tendency, the management just needs to be seen as doing things about it.

I'd bet this project came out of their PR firms rather than the biz dev department.

One more point of outreach for the players. I'm sure some will use it.