It's a hot topic but it's not a league obsession. The NFL is not facing a $765 million settlement in a class action lawsuit by former players over bullying. It's not arguing about sharing revenue with current players who want more money because of bullying.
And it's not a league wide epidemic either. The average fan doesn't come away from this story thinking that the NFL has a bullying problem. They come away from it thinking the Dolphins have a bullying problem. The concussion/head injury issue, on the other hand, was being reflected on the brand as a whole. Therefore the punishment had to be draconian, to send an unambiguous message to fans who might have been getting queasy that football is too brutal and perhaps shouldn't be played by anyone, as in ever.