The league brought in Bettman because revenues were not anywhere near on par with other major sports in the U.S. and hockey was very much a niche sport. And if we are honest, watching those games from the 70s, things I watched as a kid, it's kind of embarrassing, and easy to see why the sport was not catching on outside of its core markets.
That said. it seems like it has gone too far in the rush to get away from that image. But really, it hasn't been a rush, has it? It's been over 30 years now since Bettman has been at the helm, and we are seeing the fruits of the slow, steady change to soccer on ice and the diminishing of the things that made hockey unique among sports.
I would submit that the real change that is now driving this 'evolution' is the players. A generation of North American players now have grown up and learned the sport in the age of Bettman, and they are not bringing the same attitude and skillsets to the sport. They don't miss the old days of hockey because they have never know anything else. Who is left in the league that played when Bettman was not commissioner? No one and they've all come up well after his regime and direction was solidly entrenched.
Pushback against a sanitized sport is growing smaller and smaller with time. It makes me sad, but life is change, and I still love the sport and watching it, even if what I enjoy is different from how it was 20 years ago.
Many won't agree with this but your pinning far too much blame on Bettman.
If we are being honest, he didn't even put in place the instigator rule which is by far the biggest change we've seen towards fisticuffs/intensity/emotion/etc. . It was Gil Stein during his brief time at the helm. Coincidentally a former Flyer's executive from the 1970s. When Bettman took over later in that season where the instigator came into effect (1992-93). Large scale brawls (leaving the bench) was banned in the late 1980s (1987). He did put in place the stiffer penalties for instigating fights in the final 5 mins.
Bettman brought in the "new NHL" rules to speed up the game coming out of the lockout. But that was done for the right reasons and doesn't seem like many are pushing for the return of the red line and clutch and grab hockey. One unintended consequence of this is the game got too fast for your stereotypical enforcer. You couldn't afford to dress a forward to play 3-4 mins a game whose only role was fight the other team's enforcer. And without an enforcer or fighter on both sides, the concept doesn't even work. When a young Brad Marchand was running around causing havoc, the other team's enforcer didn't go at the 5'9 Marchand. The other team's enforcer would say to Shawn Thornton "get Marchand to cut out the crap, or YOU (Thornton) will have to pay the price, not him (Marchand)". Doesn't work without a willing combatant on both sides.
The NHL doesn't market itself around fighting and fisticuffs. Can you blame them? No right minded sports organization would. Corporate sponsorship is vitally important to the health of the league overall. I don't recall the NHL marketing itself as fisticuffs on ice before Bettman either.
It's the grassroots level that has really changed. When I played minor hockey in Canada in the mid-1990s, a fight was an automatic week suspension. And describing minor hockey fights with two kids wearing metal face shields and wearing padded gloves a fight is still to me a bit of a stretch. I was suspended 3 times in during my time in minor hockey. The first time two punches were thrown (one by me and one by him) and we landed on top of one another. The 2nd time I was sucker-punched and as I was falling grabbed onto the guy and pulled him to the ice before it was broke up. Still in both cases got an automatic week suspension. Pretty stiff all things considered. And that was almost 30 years ago.
My father got involved in the local high school hockey back in the mid-2000s. While there, the league executive (which he was part of and agreed with) instituted a rule where you get in one fight, ONE, you were done with high school hockey for the year. Doesn't matter the circumstances. Doesn't matter if the idiot ref called what should of been a roughing minor a fighting major. No recourse for the player to appeal either. When he told me this at the supper table (and I wasn't a player at that point, too old), we almost came to blows I disagreed with the league's new rule wholeheartedly. I don't agree with putting a kids season on the line because he could be defending himself from an aggressive player. And that's almost 20 years ago.
A co-worker of mine was formally involved with the provincial governing body for hockey where I live. We had a (friendly) discussion a few weeks ago about the sport at the grassroots level and their comment to me was the overall sentiment now is the "old school" mentality that myself and many others here still possess has no place in youth hockey anymore. What was once a "working-class" sport has now become gentrified and richer, more conservative-thinking parents who are now the ones on the committees and minor hockey executives making decisions and modifying the rules. My co-worker told me a story about a kid who called another kid a "
word for a cat" at the face-off dot. The kid was ejected from the game and had to go in front of a panel of adults to explain his actions to get to play again. Even trash talking isn't tolerated anymore.
The emotion is being sucked out of the NHL game because the players entering the league grew up playing in a much different environment than did the players of yester-year. It's the grassroots level that is constantly changing. The NHL product is just seeing the consequences of it.