Antonio Brown has been flagged -- and subsequently fined -- twice this season for "sexually suggestive" touchdown dances, a development that has prompted the Steelers to ask for clarification on a rule that is not new.
Here is the offending video evidence:
Seems harmless enough, though commissioner Roger Goodell doesn't sound like the league will be softening its stance on hip-gyratin' and simulated violence anytime soon.
"The [competition] committee looks at this every year," Goodell said, via Mark Maske of the Washington Post. "This is one of those things -- I've been in the league 35 years. I don't think there's been a year where we didn't look at this issue.
"It comes down to balancing a lot of issues, the professional standards that we want to uphold. We do believe that our players are role models and others look at that at the youth level. So that's important for us to hold that standard up. And it's part of being a professional. So that's one element of it."
At a time when ratings are falling, some people wonder if the league's Reverend Shaw Moore-approach to celebrations is playing a role.
As the Post notes, there have been 16 excessive celebration and illegal demonstration penalties through six weeks, compared to 10 at this point last season. There have also been 21 taunting penalties, up from 11 in 2015.
"We have taunting, which is a significant issue, and taunting fouls are up this year," Goodell explained. "It's probably a combination of making that a point of emphasis. But we look at that as sportsmanship. And that can lead to, in most cases when somebody taunts somebody else, somebody reacts and that can escalate quickly.
"So those are things that we're really concerned about. We look at it closely. The committee balances those issues. I don't think they're being officiated inconsistently. People may not like the rule. They may not like the line that's been drawn. But we believe it's part of being a professional league."
Earlier this month, NFL head of officials Dean Blandino laid out what is and isn't an acceptable celebration:
"We certainly want the teams to have clarification, and this isn't a new issue," Blandino said at the time. "We've been dealing with this in the past. And so we're going to send a tape out in the next week or so and clarify some of these things. But the key is if it's a gesture that either mimics a violent act -- that's something with a firearm or a bow and arrow -- or a sexually suggestive act, those are unsportsmanlike conduct. That's ... something that officials will flag. That's direct from the competition committee and something that we're going to try to be as consistent as possible."