I think there are some very important points to be made when considering the level of punishment and to whom it will be levied at:
1- prior "conviction" - The Spygate scandal and how it was dealt with are critical here and it is not being talked about enough. In Goodell's first year he had to deal with a cheating scandal so severe that he fined the HC $500,000 and docked the team at least one high draft pick. Pretty severe right? I think what was more telling as to the extent of the Patriots' cheating was that Goodell had the evidence immediately destroyed knowing full well how damaging it would be and the evidence destruction would be portrayed. I also think at that point he told Kraft and Belicheck that that was it, there will be no more cheating no matter how minor.
2- 31 other owners - See above. I think the true extent of the cheating in Spygate was swept under the rug for the good of the 'shield'. I don't think any of them wanted any vacated championships or asterisks in the record books. I think with this and why it is only been limited to Brady is because by implicating the real culprit, it would bring into focus Spygate once again and how it was not dealt with the first time around.
3- the real culprit -Which brings me to Belicheck. I have said it before on this forum, but there is no way in this world that Belicheck wasn't aware that this was going on. For a guy who is angling for every possible advantage, a guy who is praised for having his stamp on everything that is football related is all of a sudden in the dark about something that if you believe the Sharp report on fumbling, is such an advantage blows my mind. A fumble once every 187 offensive snap vs the league average of approx. once every 105 offensive snaps. You mean to tell me that Belicheck didn't wonder how his team can be such an incredible statistical outlier without knowing or questioning the why?
I'm getting pretty tired of the whole 'jealousy' argument that Pat and talking head apologists use, and I just hope that Goodell and the rest of the owners take a stand here.