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football won't ever die; instead, the socio-economic demographics of the game will change. Middle class and upper middle class families and athletes will abandon it largely to those of lower income levels, much as with boxing. This stratification will not be a good development, on several levels. Business-wise, it could damage football's appeal.
Steinberg said all of this stuff more than a year ago. Basically, he was seeing the future. Chris Borland's father operates a successful financial planning firm in a leafy suburb of Dayton, Ohio. This makes Borland different from NFL players from less-privileged backgrounds, players who might have an entire extended family relying on him financially. Even if those players ponder early retirement, those other considerations carry considerable weight.
Borland leaving football is no big deal. But hundreds of Borlands leaving football -- or thousands of potential Borlands not even taking up the game because their parents won't allow them to play high school football -- would be a very big deal. Borland played the game with passion as an All-American at Wisconsin and led the 49ers in tackles last season by going full-tilt. You don't do all that if you hate the game. That is Steinberg's point.