It's entertainment, not athletic skill, that sells tickets, TV ads, etc. I think the author is going to see more of "stars posturing for the camera" and less of "teams playing football" as the years go by, and there's not much to be done about it.
Hogwash. Winning sells tickets. Losing teams need gimmicks to attract attention. Winners need nothing like that.
The Patriots, Steelers, Packers, and a group of other well-run teams prove that you can win without being obnoxious, and that teams that play as teams can be successful without hiring showboats.
SD