re: This is really, really bad for the NFL

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Well every profession has some risk. There is no such thing as a risk free profession.

But it's up to the employer to take reasonable measures to continually improve the safety of their employees.

I think the NFL has taken steps to do so. And since it's a violent sport, the assumption of risk is not even really implied because it's so obvious that any 3 year old can figure it out.

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again, the issue isn't the risk, though that's what it is being made out to be. the issue is that the NFL intentionally lied to the players about it. Sure, players know there is a risk. But, when the NFL tells you that medical research says it isn't nearly as risky as you thought, players (not being in the medical profession) will probably believe them.