Donny Moore can be the most reviled man in NFL locker rooms.
He's not a coach, a referee or a drug tester. He has never played or coached a game. Still, NFL players -- and millions of fans -- can't wait to see what he has to say.
Moore is the "ratings czar" for "Madden NFL," the man responsible for making sure the popular video game's virtual avatars accurately reflect their real-life counterparts.
Moore uses all sorts of metrics and measurements to come up with ratings. Then, he tweaks the numbers weekly after watching all the games and pondering feedback from fans and even the players themselves.
Sometimes aging stars first recognize their careers are on the downslopes when the new Madden game arrives in August and their ratings have slipped.
They'll let Moore know they disagree, often using Twitter or even sending him a YouTube video.