The Washington area's National Football League team has a racist name, "the Redskins," and renewed pressure is mounting on the team to do something about it -- namely, change the damn name of the team to something that isn't plainly risible. Washington's owner, Dan Snyder, is resistant to it, having vowed, "We'll never change the name ... It's that simple. NEVER -- you can use caps."
If we were living in a world where football franchise owners could only speak the truth, Snyder would level with us, and simply say, "The trademark I own is extremely profitable, and I'm not willing to cut into those profits to undertake a costly rebranding of the team, even if that is obviously the right thing to do." (He would also probably say, "I really have no idea what I'm doing most of the time," and "I have essentially been fleecing football fans for every dime in their pockets for years," but that is a different story entirely.)