Why does Roger Goodell obsess over player behavior when the NFL actively markets a murderer named Ray Lewis?

Am I the only one who sees the hypocrisy? A player or ten wants to collect a stack of DUIs, domestic violence beat up the girlfriend stuff, etc., and Goodell has to bring the hammer down, yet after an OJ quality jury let Killer Ray go the NFL got right back in the business of marketing him and kissing his rear.