I understand your point entirely, but I think it is essential to the NFL product to accept two very basic premises--football is a game and games have rules. The NFL consumer is buying sportsmanship and parity. Changing the air pressure in the football may not have a significant effect on actual play, but it is obviously cheating if it is done after an official inspection. If changing the pressure of the football is so insignificant than why pay off a "deflater" to do it? For these reasons your first point is irrelevant. This was an orchestrated conspiracy to modify game balls after official inspections that appears to have occurred for no less than the 4 games. On your second point, sponsors are motivated by profit. They call for suspensions, or not, to protect their public image and maximize their earning potential, typically this means reading the public perception and responding accordingly. In this case there is less public outcry because there are no advocacy groups that rally against the abuse of footballs. Abusing women and children are among the most universally offensive actions a person can take, but they more seem to affect the individual athlete's product rather than the NFL product--thus resulting in the termination of endorsement contracts. This incident on the other hand can serve to either tarnish Tom Brady's product or tarnish both Tom Brady's and the NFL's product. The general perception around 31/32 of the NFL is that this is a serious offense. The general perception seems to be (and I may me off on this one due to my limited exposure to national sports fans) that Goodell and Kraft are good friends. The general perception seems to be that the Patriots foster an environment that encourages skirting as close to the rules as possible, and occasionally breaking them when no one's looking. It is important to the NFL product image that this game at least appears fair, so it is important that Goodell punishes egregious, uncooperative, lying cheaters like #12 to satisfy the perception of the vast majority of the NFL--teams, owners, and fans alike. Tom Brady, Bill Belichick, and Robert Kraft cheat to win. This is not an isolated incident. Brady did it. He lied about it. He refused to cooperate. He deserves to be punished for all three actions. The Patriots employ the people who did it. They denied Wells access to McNally after Wells obtained the text messages. Kraft deserves to be punished. Belichick may get punished too, but based on his initial reaction ("You'll have to ask Tom about that") I doubt he was involved.