The antics of the NFL celebrations can be amusing, annoying, or just downright rude. The reason why there are fines for excessive celebration in the NFL is to prevent players from turning their celebrations into something that makes the game an ugly thing. There are a lot of fans out there that really dislike the Dallas Cowboys. There seems to be a sense of you either "love them or hate them" and this isn't really true of most other teams in the league.
For San Francisco tight end George Kittle though, the blowback on his antics after scoring a touchdown on a rather brilliant play is likely going to cost him for than a 20 yard penalty but George himself has stated publicly that "it is worth it." This is funny to see at first but it could end up being problematic for all players in the league.
Some pundits out there are dismissing this as a non issue, but others are calling it "WWE stuff" and I don't disagree with the second thing. I think that winning and losing is part of the game but rubbing salt into the wounds of opponents isn't very sportsmanlike and it should be punished. When you or I think about getting a $50,000 fine for doing something in the heat of the moment we sensibly think that this would be something that would radically change our lives, for most of us it would spell financial ruin. For George Kittle though, this is like you or I accidentally dropping a $20 bill while walking down the street.
The reason why I say that this could end up being problematic for the league is that antics like this, especially ones that end up getting a lot of attention by the media for being a bit too over the top could actually bring more fame and fortune to Kittle himself, perhaps even some new sponsorships. If this is what ends up happening, you can count on more people starting to do the exact same thing.
Since almost everyone except the kickers are multi multi multi millionaires with plenty of moolah to burn, we could expect to start to see this sort of showboating become the norm, rather than just something that happens a couple of times a season. Also, this could be seen as all Dallas players as a means for payback and this could lead to some dangerous plays that are intentionally done against Kittle in the future.
Kittle is currently on a 5 year contract with San Francisco worth an estimated $75,000,0000, so the 10-50 thousand dollar fine is barely a chink in the armor of his portfolio. I just really don't want to see the sport that I love the most get turned into a contest of who can be the most creative asshole on the field. We have enough ego out there already.
By the way the F**K Dallas T-shirt is readily available and is quite common. I would imagine that sales of said shirt are skyrocketing right now.