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Eric at Off Wing has a question regarding the NHL's "MyNHL" Ad Campaign:

Over and over again, I've been told that this ad isn't meant for the hard core fan, but rather that it's meant to attract the casual fan.

Fair enough. But tell me, what happens when you try to market to new customers in such a way that you seem to be deliberately antagonizing your most loyal customers?

It'd be nice to have an answer from the league over it.