The NFL can't handle its business this way though.
It's become almost self-evident that public figures now are put under a microscope and expected to act a certain way. Look at how the NBA handled Sterling. Look at how it gave Kobe a 100k fine for calling a referee a f-----. While the NBA still doesn't have the NFL's popularity, it's making far smarter long term moves in terms of how it interfaces with culture at large. Its stars are the most marketable in the world in part because they are expected to take care of their public image.
If Rice is only given a 2 game suspension, it will be a PR fiasco. It will blow over in the short term, but it will be yet another weight that hangs over the league as it tries to get new fans. How many teenagers and college students, trying to figure out how they identify themselves, are going to look at Football as barbaric and not bother?
In anything, the expectation is that, when things are getting bad, the signs will be so obvious and undeniable that you have to act on them and you'll be able to turn things around in time. In practice, problems build and build without being noticed. By the time you can't deny them, it's too late.
The NFL's setting itself up for a situation where, a couple decades down the road, it will be hemorrhaging fans. And its image will be so bad that it can't turn it around.