The NFL fined a player named "Juice" for drinking juice. This tells you everything about the conduct commissioner.

Deep breaths, Packer fans. It's three weeks in.

Today I want to talk about the NFL's fine system, because this week it reached a new level of absurdity — and a new level of understanding, if you look at it the right way.

Kyle Juszczyk — whose nickname is "Juice," whose pads say "Juice," and whose stadium chants "Juice" when he catches the ball — was fined $14,926 for pretending to chug a drink after a touchdown. The NFL called it an "imitation of chugging a beer." Juszczyk put a jug labeled "NOT BEER" on his locker shelf. He's appealing.

Amon-Ra St. Brown was fined four times — nearly $60,000 total — for mimicking smoking a joint during the Lions' loss to the Bills. Tee Higgins and Ja'Marr Chase were fined for The Rock's "People's Elbow" gesture.

Everyone is asking: why? Why is the NFL doing this?

I've been covering Roger Goodell as the conduct commissioner for years. This is exactly the same instinct — projecting a first-class image. And there's a detail nobody's mentioning: the NFL has a $250 million-per-year deal with Anheuser-Busch InBev. The league sells beer in every stadium. It advertises beer during every broadcast. And it fined a player named Juice for drinking juice.

Today's Daily Dose is my full take on why the NFL keeps doing this — and why they always win.