But there's a bigger story here: the laughable notion that anyone can change an ingrained culture of violence overnight. Any parent knows that kids never listen the first time — it takes four or five times, and usually a raised voice or a threat, before they heed your wishes. Players and coaches are wired the same way. The league never turned off its "We're gonna look the other way, keep being violent and keep those hits coming" switch until the 2010 season, after that infamous October weekend with all the signature hits, when Roger Goodell said, "Oh, crap, maybe I should start fining these guys because the Sports Legacy Institute has accumulated three-plus years of rock-solid concussion evidence and lawsuits are coming. Better later than never!"