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That is strictly about ratings. Cowboys are the only team guarenteed to get viewers anymore. Cowboys have been in four of the top five rated games this year. That has to be a little un nerving to the other owners. If they dont want to give money back to the networks, they gotta do what they gotta do.
It's actually more about TB getting hot and having "famous Jameis" at QB, going against the top team in the league, which happens to have Dak. Wouldn't be happening if TB were 2-10.