So the NHL hired a very polarizing political firm to help it best shape the lockout message to fans. "We really care, guys. This is so necessary for the future of the sport."

As most of us know, the lockout has nothing to do with "necessary" and everything to do with "give us the money we promised to pay you."

And this beauty highlights that truth beautifully. Ironically beautifully, which seems like too many -ly suffixes, but I mean, come on, it's pretty nonetheless.

For those who can't clicky, copy-paste: http://deadspin.com/5951872/inside-a-secret-nhl-focus-group-how-a-top-gop-strategist-is-helping-hockey-owners-craft-their-lockout-propaganda