I'm sure the staff(coaches, etc.) were well aware of the rules, but they decided it was worth the risk and tried to get away with it anyway. The other leagues and their punishments are irrelevant to this situation; the NHL could have said, "If you admit wrongdoing, then we won't let everyone know exactly what you did."
With as much noise as this has circulated, and the cost to the team from picks lost (which many sound somewhat surprised by), does that fit the narrative that the NHL would "not let other teams know about the wrongdoing?" Or if this was such a gray area, wouldn't we see the NHL rulebook regarding offseason activity get updated so that this doesn't carry a gray area that other teams may get targeted for?
That's where my thought is that if this is a gray area that needs clarification and Arizona is punished for exploiting the loophole - the Coyotes may receive a penalty, but I would also expect a change in language to the offseason activity of teams, so as to close that loophole. Because, if this is a gray area that exposed a flaw in the method used for the NHL, then other teams have certainly thought about doing what the Coyotes had done, and might even be in that stage. Making a change to that rule clears the air. So that leaves one possibility as the one you brought up:
the cheating was so blatant and everyone knew what was going on, however, no one has been able to articulate exactly what was done.
Does that seem likely? If something were so blatantly done, why did it take until the middle of the year before teams really started to report on it? I would think that if the item in question was as blatant as it is, there would have been red flags thrown up from the very first time this was done. All that I am asking for is a timeline of what was done. I understand that the NHL may not operate like other sports leagues, but cheating is cheating, and people will blow the whistle heavily if it is apparent as what it seems.
I am not saying that our staff was innocent and nothing happened. But I am saying that given the outcomes and what we know about how cheating is perceived in sports, it seems odd that little more has been said, outside of the fact that the team got punished. There hasn't even been a clear definition of what it was that the team was doing. If inviting the players for the VO2 max output (or whatever the hell that test is) - okay, that's cheating, but that should be easy to report as well, as that is a specific item to lay claim to cheating.