I'm watching CBC..and the segment is about the value the jersey has now & had in the past.

When Jean Béliveau was Captain of the Habs, he would make sure the bleu blanc rouge was respected by all. Whenever a rookie would peel off his sweaty jersey after games and just throw in on the floor, he would pick up the jersey and sit with the kid to explain how important it is to honour the jersey you have the priviledge to wear....never ever just throw it on the floor..treat it with pride.

Today, most of the players don't really care what logo his on their jersey, as long as they have a job and it pays well....very well....too much in some cases..alot of cases..