Except through all of this, the news of Brady's appeal being denied came right as most training camps were gearing up into full swing. This past weekend was the last weekend this year without NFL football. So again. How was this good for the NFL? Especially now. They already dominate the sports scene.
The NFL isn't without its incompetence which is why this has blown too far out of proportion and they're playing a dick-swinging game at this point when actual football is starting. It got out of hand, as everything seems to under Goodell, but it was a great idea to bitch slap the golden boy to prove they're fair and just and to get all the off-season pub and looking like they just really care about the league in more ways than punishing black athletes. It was on track for a big win. Only problem is Goodell turned what was a good PR stunt for the NFL into him trying to prove he's Boss Hog.
Had this gone the way Kraft expected it to and was allowing the NFL to go, where he takes the punishment and promises to do better, and then Brady gets mostly off the hook, it would have been a win for the NFL. They'd be able to lament the fact they just didn't have proper methods in place to protect the game in this regard because they didn't think someone would be so willing to cheat, which is a small consolation to what we're getting now. They'd let Brady off the hook, mostly, with that excuse, parade out new measures to control the ball, make some bullshit argument about how it's what they always wanted but the players were lobbying to have control themselves which obviously leads to cheating so now they have to step in to be the heroes. They'd have a great talking point: "We let them pick their own PSI for the good of the game so the fans could enjoy great offense, and this is the thanks we get; cheaters!" Everyone would get to bullshit about how the Patriots are cheats and that's the only reason their own team sucks, how the NFL is doing what it can to protect the league, how they really wanted to drop the hammer on a white superstar so obviously aren't racist. Brady would maybe lose a game, but get to mostly save face. The NFL would look like it has a few issues they're working to fix, but mostly save face. It would be business as usual in the NFL.
Instead, something happened and I don't honestly think it was a preponderance of evidence that led the NFL to basically say 'fuck you, Brady, we'll give you a slap on the wrist but only if you admit you're a dirty fucking cheater!' Of course Brady wasn't going to do that (and that's contradictory as fuck anyhow the the NFL wanted him to admit to the cheating as justification of lowering the suspension?). For some reason this became personal and both sides want to bury the other, like Tanya Harding would say, in the ground. It's no longer about business, because at this point it's becoming really bad for business all around. Now the only thing to do is go down in a blaze of glory and pretend there's any way at all to 'win' and come out the hero, which I don't think is possible for either side at this point.
The thing that is dumb of the NFL is this has a much greater chance to cost Goodell his job than it does Brady his legacy. If they had any hard evidence Brady was actively cheating, we'd have had it leaked by now and both side would be trying to minimize the fallout. Instead it becomes a personal smear job where Goodell looks as incompetent and personally-crusading as ever, and I don't think that helps his stock as the Comish even in the eyes of owners who short-term want to see that Pats get fucked.