There may be help on the horizon for the mostly unwatchable weekly programming that is Thursday Night Football.
And as a result, much more cash for North America's richest sports league.
If you sat through another putrid midweek game this week between the Carolina Panthers and the hapless, winless Tampa Bay Bucs, you saw the latest chapter of the series that is threatening to set back the game decades.
Not only are bad teams often carded in the slot as part of the league initiative to "reward" every team with at least one prime-time date per season, but the short week of preparation has further diminished the quality of play.
At least the potential of better matchups may exist if the NFL moves forward with an initiative that gathered some attention this week.
So what's the plan?