The moral position, which Goodell and the owners lack by intention, is full disclosure. Yes it's a risk, and here is the risk. And here is a lifelong policy to care for your health care. That's the moral position.
But Goodell has to make sure that 32 families maximize profits AND increasing franchise value. And the 4 biggest media companies in the world need their NFL partners to be a fully viable money printing press. So the NFL doesn't have a moral position and there is no one to call them on it in terms of morality.
The NFL CBS NBC ESPN FOX Daisy Chain allows for the coverage of individual stories, but it stops there. Leave it to the dying print press or independent film