...then try selling them in London.
St. Louis Rams' executives can spin any way they want that their team will "host" regular-season games in London from 2012 through 2014.
The fact is this -- they are a terrible team that is having a hard time selling tickets in their home city. So in conjunction with the NFL, they are trying to pawn off a bad franchise to an international audience.
The guess here is that the NFL will attempt to give the Rams a potent opponent in each of those years. New England is the travel partner in 2012.
Yes, I know what some of you are thinking -- the fortunes of an NFL team can turn quickly, and therefore it's possible that the Rams might be a playoff-caliber team in 2013 and 2014. I agree, but that doesn't mean they will be selling out their dome.