NFL's October Merchandise Awareness Month

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Cam Heyward fined for honoring his father, who died of brain cancer, on his eye black. Nobody thinks the NFL cares about player safety, player behavior, the fans, women, the military or any of the charities that the NFL promotes as partners. Everybody thinks the NFL and the owners are terribly greedy to the point that they don't even care about changing that image. These kind of fines are guaranteed to do nothing but garner backlash and resentment. How has the NFL not figured out that changing these sort of rules will stop them from hurting their own image?