Olaf Tryggvason, owner of a fleet of fishing ships in a small northern Norwegian town, has been offered and has accepted a reality television deal about the fleet to create a show along the lines of "The Deadliest Catch" and "Big Shrimpin'." He now has to recommend which ships and kapteiner (skippers or captains) in his fleet should be the stars of the show. He also has to consider the various dangers and complexities inherent in making a show like this, and what responsibility he has to his employees and other stakeholders. While this fictional case is allegedly about the Norwegian fishing industry, it is actually about the National Football League (NFL) and its decisions and dilemmas surrounding concussions, injuries, and overall health issues. In thinking through the decisions in the case, students will have to wrestle with how values shape their quantitative analysis and views of their moral responsibilities to employees, and how their own experiences and biases shape how they view moral issues.