NFL's "Fine Policy," anything but fine

Is the NFL planning to change its legal name to the "National Flag League" as suggested by Troy Polamalu, SS for the Pittsburgh Steelers? The leagues recent "fine policy" on hits by Hines Ward (shown below), Eric Smith's shot on Anquan Boldin, and Julius Peppers' helmet to helmet contact with Falcon QB Matt Ryan sheds light on an alarming trend in the new Roger Goodell regime; don't hurt anyone or you'll be fined. While the league office cites player safety as the impetus for fining "vicious" hits they also understand the importance of contact in drawing fans. Much like accidents in NASCAR, the NFL has built its business model on hard contact, testosterone, and sheer brute force. Why else would the NFL distribute DVD's such as "Moment of Impact", "Best of Thunder and Destruction - NFL's Hardest Hits", or "NFL Crunch Course?" How can they have it both ways? Football by its very nature is a violent enterprise with the largest, fastest, and most athletic of our society aggressively forcing their will in stadiums every autumn across the country. Men with be hurt. It is part of the game and everyone on the field is aware of this. While it is clear that Goodell is attempting to keep the best product on the field in order to showcase the league, one cannot attempt to regulate actions made in a split second where no actual game rule has been violated. "Dirty" play or illegal actions should be met with harsh penalties and on this the commissioner has done a credible job. Additionally, the suspensions levied on Michael Vick and "Pacman" Jones have sent the message to the players need to positively represent the NFL or they will no longer be welcome. But the commissioner must stop there or we may wake up several years from now with a touch league. How would the NFL sell DVD's then?