the hubris is what will bring them down. They were outright caught on monday morning, and tom brady had every chance on taht radio show to say "football is a game where we try to find advantages, and sometimes maybe we do push it too far". People would have said "yeah, they cheated, but he's human and he owns it."
Instead, Brady did that cocky "you can't touch me" laugh... mocking any idea that he'd need to cheat to win. Making the radio interviewer look like a jackass for even asking. He had every chance to "deflate" this story on day 1. Instead, he mocked it and dared the public.