Goodell is a puppet of the owners. The owners only care about the bottom line. RG can go around preaching the protection of "the shield" and the NFL brand, but at the end of the day the legitimacy of the league has no bearing on any of his decisions, including this one. For that reason, the power essentially rests with the consumers. Unless the teams start losing money, they aren't going to do anything about it.
I agree, the one "lobby" (for lack of a better term) that could change things are bookmakers. But they won't do anything until they lose money as well. And I don't see that happening right now.