Same thing is being done with those who 'take a knee.' If you aren't doing it then, somehow, you are against civil rights or something. Never mind if you have a different opinion on if it's appropriate, it's a litmus test of your dedication to whatever cause some guy thought up.
Here's how a free society works. The players are free to say and do whatever they want as long as they aren't hurting anyone. The NFL is free to fire them, support them, get rid of the national anthem, whatever.
Personally, I think the kneeling protest thing is silly, as taking a knee during any sort of ceremony has historically been a sign of fealty to one's lord or master. Add in the uniforms, helmets, and parallels between football and war, and the optics are pretty goofy. Not what's intended I'm sure, but that's sure what it looks like.
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