ESPN's Bill Simmons to Ravens -- Fire Ray Rice ... Or You're Cowards!

ESPN's Bill Simmons is using the Biff Tannen method in an effort to get the Ravens to fire Ray Rice -- labeling them as "COWARDS" if they don't have the testicular fortitude to cut ties, asap.

Simmons -- regarded as the most influential sports writer in the country -- just tweeted, "Ravens have to waive Rice today or they are cowards. New video is appalling. I'd like to see someone in the NFL do the right thing for once."

He also called out commissioner Roger Goodell, saying, "Goodell's ability to keep screwing up signature decisions is unparalleled. I don't trust him to organize a fast-food order at this point."

What would Marty McFly do?