I think the concept behind this is good. Add some personality, some emotion to the game, and be able to distinguish who are the divas. I just am not sure how they implemented it is the answer. Seems too simplistic. Does it only effect likelihood to celebrate? What about in franchise mode, does it have any effect outside of the games. I'm all for adding unique personality to a player, but I can't imagine a simple "rating" is going to do it in an adequate way.
I also really, really dislike the "Old Spice" aspect of this rating. I don't know, something about it bothers me. I'm all for advertising within the game, but DO IT WITHIN THE GAME. You know, have banners around the stadium, maybe have a bit where Gus says "Here are the their numbers from inside the 20 presented to you by Old Spice Red Zone deodorant." Stuff like that is actually not only more appropriate, but it would also add some to the presentation of the game, because that kind of stuff happens on Sunday. I just feel like "ratings" should be something not touched by advertising. Seems "sacrilegious," or something like that.

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