Boston.com: “‘The actual act of going to the Super Bowl is a net dollar loser,” said Jonathan Kraft, ‘but there’s a psychic value that you can’t put a dollar figure on that comes with winning championships. For us, the most important factor is the intrinsic value of winning. Our family and this franchise is in football to win championships. In most businesses, including our other ones, it’s to maximize the amount of money you make.’”
via Off On A Tangent.