I agree with Micah's stance on this ... had a similar conversation about "big hits" recently and I took the same stance.
It's part of football. No big whoop.
There's a group of people who get off on "big hits," even when they're against someone who really isn't in a spot to defend themselves. The defender who correctly reads a screen, and the offense fails to block, and the defender destroys the RB or WR when they're catching the ball, or just after. As if that hit is some awesome accomplishment. It's a good play by the defender, to read the play, avoid the block and make the stop. But the over the top levelling of someone who can't really brace themselves for impact, avoid it, or attempt to give as good as they get ... that's not to be celebrated.
It's just part of football.
It's much more exciting ... it's much more "brag-worthy," to meet a guy head on and level him. You shed that lead blocker, and then step into the spot with an RB barreling down, and you pick him up and drive him back into the ground. That's awesome. That speedy wideout heading downhill and you meet him in open space, close on him, and stick him right there. Awesome. Celebrate that. Promote that.
But these "big hits" where someone's engaged with someone else and you just come up and wallop them ... yawn. Or those folks who celebrate someone in the secondary flying across the field and crushing some outstretched receiver trying to make the catch. Double yawn. That's not exciting. That's not tough. This is especially grating when the "old time tough guys" chime in about how tough football used to be, when safeties used to launch themselves and try to take a guy's head off ... even though that's not a "real" tough guy move at all. Go run around a department store tackling mannequins if that's what does it for you. It's not wrong to do that (well, the old launching into the head thing is wrong now) ... it's part of football. It's just not some awesome thing.
I see it in youth/MS/HS football ... where the kids who are full of themselves will barrel down on an easy target and blow him up, and celebrate like they just did something special ... but when it's head-to-head contact, they cower. They get pushed back. Can't make the play. But the next easy target, they're up there again acting all tough after the fact.