The NFL decides what's truly important.

[Parzival]

The NFL fines Brian Urlacher $100,000 for wearing a hat promoting an unauthorized sponcer.
http://sports.yahoo.com/nfl/news?slug=ap-bears-urlacherfined&prov=ap&type=lgns
It would have most likely cost him less if he had deliberately blindsided a ref.

[Wook]

Read this on ESPN which also mentioned that the fine amounts are set at a fixed amount. During the regular season this would have been $5000-$10,000, $50,000 at the pro bowl, and $100,000 at the superbowl. This was not an arbitrary decision.

[Detritus]

Read this on ESPN which also mentioned that the fine amounts are set at a fixed amount. During the regular season this would have been $5000-$10,000, $50,000 at the pro bowl, and $100,000 at the superbowl. This was not an arbitrary decision.
The amounts of the fines might not have been made up on the spot, but they are still pretty arbitrary.

[Wook]

The amounts of the fines might not have been made up on the spot, but they are still pretty arbitrary.

Not when you consider the amount of money that is paid for that advertising space. It's a very low number at that point. Urlacher gave free promo time to the beverage company that people like Gatorade pay millions upon millions of dollars for. From the business/financial POV, something that is more than a window dressing in the NFL, that's a very important thing and a trivial amount.

[Detritus]

Note, "arbitrary" != "too high." There is nothing that's particularly "natural" about a $5 fine, a $5,000 fine, a $100,000 fine, or a $1,000,000 (or more) fine in this situation. That's all I'm saying.