Are FINES fine?

Is the National Football League attempting to teach the players a lesson on football safety? With all the fines that are occurring, this may be the case. It seems like when you pick up a newspaper or look at pro football talk.com, that at least one and even more players are receiving fines from the league. Baltimore Ravens Center Matt Birk received a $5000. fine for removing his microphone from his shoulder pads because he said it was uncomfortable and was pinching his neck. We know what that is like when you buy a new shirt and some tag or label in the shirt is annoying you, so therefore you remove it. Another Baltimore Raven, running back Ray Rice, was levied a $7500. fine fine for grabbing a defensive players face mask. Football used to be a contact sport but now it is a collision sport and some of the collisions are violent. The league is making all sorts of attempts to cut down on the injuries and the latest is kicking off from the 35 yard line attempting to control one of football's most exciting plays, the kickoff return. I agree with the striking from a defensive player leading with a helmet to make a tackle, but what about a running back leading with his helmet to finish a run and produce more yardage(no fines in this scenario). Let's go back in time, when H.O.F. Steelers linebacker, Jack Lambert, said publicly that the quarterback should wear a skirt because the NFL hierarchy was trying to control the hits on the QB. NFL headquarters must have a group of evaluators that observe each and every game, and determine what players should be fined every week. Troy Polamalu got fined $15000. for horse-collaring a player on a tackle a few weeks back. My question is, how else was he supposed to tackle him. Where is all this money going that is collected for these fines?