The complicating matter is the lawsuit against the NFL. If it weren't for the suit I believe would have been some suspensions, but nothing like this.
The NFL is positioning themselves for an upcoming lawsuit. If you listen to Goodell press conference he reiterated "The safety of the players" point all throughout it.
They were told for three years to stop this practice as well as lying to the commissioners office for three years.
The lying definitely didn't help. Remember Martha Stewart was put in jail for lying. Not insider trading.
BUT, as a former football player there isn't enough gold in Fort Knox that would have made me hit any harder.
I played football in junior high as well as high school. I was more afraid of not hitting hard enough than to hard.