The speaker, Dan Bernstein, suggests that Stephen A. Smith is urging viewers to dismiss the story as a private matter between a husband and wife to protect the interests of ESPN and the NFL. Bernstein argues that by framing the situation as a personal issue and advising people to 'kick rocks,' Smith is effectively helping the network and the league manage damage control, as they are concerned about the implications of an undisclosed relationship between a national reporter and an NFL head coach and the potential for competitive advantage (6:02 - 6:55, 11:53 - 12:13, 25:53 - 26:03).