I believe Goodell is doing what any COO would do, doing what it takes to protect the integrity of the product. Left undisciplined, the natural tendency of many of the players would be to turn the NFL into the NBA of a few years ago, with thugs-a-plenty, or the NHL. I think viewership suffered in both instances when thugs roamed the land. In that sense, he's acting as a responsible agent of the owners.
The real challenge for Goodell and the owners is if, even after all this, players decide to ignore this warning shot across the bow. I don't think Goodell has anything else in his arsenal that would get the job done without creating a labor relations nuclear wasteland that would ultimately lower viewership - exactly what he was trying to avoid in the first place.
It's a difficult line to walk. Unfortunately for Ben, I think he is paying the price as the head on the pike to warn others to "stay away" from that kind of behaviour.
On second thought, maybe it's the best thing that could ever happen to Ben - a look from the edge into the abyss, and a then a fairy tale 2nd chance to change. Let's hope he takes it ...

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