the focus group watched a series of televised speeches from players, owners, executives, and the commissioner himself. From the room's reaction, and Luntz's follow-up questions, it was clear that the group did not have a favorable impression of Gary Bettman. "A New York lawyer," one participant called him. Jonathon Gatehouse's Bettman bio points out how many times this specific phrase has been leveled at the commissioner, usually with the unspoken descriptor "Jewish." As if to hammer this point home, one focus group participant said: "I don't like him. He reminds me of Woody Allen."

Deputy commissioner and chief legal officer Bill Daly tested much better. He was seen as more "blue collar."